Swedish fast-fashion retailer H&M is going virtual, thanks to a partnership with Redwood City, Calif.–based video-game maker Electronic Arts Inc., owners of the longstanding virtual-reality game The Sims. The Sims 2 H&M Fashion Stuff is a plug-in program that allows Sims players to outfit their avatar—or Sim—in H&M clothing. Players can also open their own H&M store. The program includes mannequins, clothing racks, cash registers, fitting rooms and other visual display items. A separate H&M Fashion Runway plug-in allows players to stage an H&M fashion show.