With over 100 million copies sold across the globe, The Sims is more than a game franchise for Electronic Arts. It's an entire division, or a studio label in EA parlance. It's been five years since The Sims 2 brought 3D to these games. In February, EA's Maxis studio will release The Sims 3 on the PC. The new game features improved graphics and an entire town called Pleasant Valley, but the heart of The Sims 3 is in creating the souls of these virtual characters. Players can choose from dozens of character traits to assign each of the town's 90-plus Sims with unique personalities. Ben Bell, executive producer of The Sims 3, took some time away from Pleasant Valley to talk about the new game.