When it emerges that Electronic Arts is teaming up with some of the trendiest fashion brands of the moment in order to promote the Nintendo Wii and DS' MySims, you begin to understand just how seriously it is taking its push into casual gaming.

“To celebrate the launch of MySims we have commissioned four of the UK's hottest fashion designers to create a dual purpose capsule collection based on the core attributes of the game - Self Expression, Customisation, Creativity and Collectability,” explains the developer and publisher.

The House of Holland has enjoyed a hugely successful summer thanks to its slogan t-shirts; Tatty Devine is adored for its kitsch jewellery; Giles Deacon is currently being idolised in the world of fashion, and Cassette Playa is an underground label with their finger firmly on the pulse of all that is new and 'hip'.

Each has designed various accessories with a MySims-themed message, from Cassette Playa's 'Stuck on MySims' DS artwork to House of Holland's MySims Pouch Tee - a garment with a pocket designed to hold your DS and emblazoned with the message 'Life Begins With MySims.'

They're on sale in limited quantities from October 08, with all profits going to Great Ormand Street. A worthy cause, indeed.