Taking advertising in video games to a whole new level, Electronic Arts has shipped The Sims 2 “H&M Fashion Stuff” to North American retailers. In conjunction to this expansion pack, EA has also launched its online Fashion Runway where participants can create their own fashion designs and show off their outfits on a virtual runway. Actual H&M designers (OMG!) will review the best designs for consideration in a future H&M collection.

Remember how we’re always told that advertising in games is supposed to bring cost down? You’d think that this “expansion” would be given away free at H&M. It benefits the company and extends the life of the three-year-old game. Instead, it’s a briliant move for EA to charge us $20 a pop on what amounts to an ad for H&M that you play.

Product page via Kotaku