As EA’s Play label gets set to launch its tween girl-targeted vidgame series Charm Girls Club, it’s inked a cross-promotion with accessory retailer Claire’s to feature the chain’s branding in one of its video game titles.

In Charm Girls Club My Fashion Mall, one of four titles in the series, players help manage a mall, where they’ll see a Claire’s storefront and mentions throughout the game. Slated for an October release, the Nintendo DS game also features mini-game challenges at the virtual Claire’s store and branded Claire’s charms.

The deal will also see Claire’s promoting Charm Girls Club on its global websites, as well as housing an Accessorize It mini-game at www.claires.com in the Fun & Games section, where visitors can get a feel for the EA game series. Additonally, EA will promote Claire’s at www.charmgirlsclub.com.