The retail campaign for The Sims 3, which includes specially designed end caps and in-store displays, is EA’s biggest yet, Rod Humble, head of EA’s Play label said today during the company’s Q4 earnings conference call. The company has also started an aggressive outdoor campaign in major US cities and Sims-themed smart cars, trains, buses and mall displays will be seen worldwide. A significant TV presence of planned as well.

“So far – consumer, media and retail reaction has been extremely positive and pre-orders are tracking ahead of The Sims 2,” Humble concluded.