King Strengthens Candy Crush Licensing Categories, Adding New Jewelry lines to its Offering
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King Digital Entertainment, a leading interactive entertainment company for the mobile world, continues to expand its Candy Crush consumer products offering, with a new range of jewelry by leading Indian designer Mrinalini Chandra. Fans and candy-lovers around the world will be able to get their hands on a range of necklaces, bracelets, earrings, brooches and rings inspired by the deliciously sweet world of Candy Crush. The deal was facilitated and is being managed by Dream Theatre, King’s licensing agent in India and South Asia.
The range comprises of two parts; the more competitively priced range features 2D colored candy shapes while the premium range is made from gold and features 3D versions of the candies. The premium range also offers a series of Kaleera.
The collection comprises of Necklace, Choker necklace, Ring, Cuff bracelet, Earrings, Charm necklace, Charm bracelet, Brooch pin in couture range and Y necklace, Two finger ring, Single finger ring, Lariet necklace, Candy Unit brooch, Earring, Hoop earring, Open bangle, Bracelet in mass range.
“We’re delighted to be able to offer an array of Candy Crush inspired jewellery to long-time fans of the game,” said Philippe Bost, VP International Consumer Products, Activision Blizzard. “Our colourful designs are really brought to life by this striking jewellery range and the Kaleera series will add extra sweetness to any bride’s special day.’’
Commenting on the range, jewelry designer Mrinalini Chandra said: “We are very excited about our collaboration with Candy Crush. Our jewelry will comprise of hand crafted pieces inspired by the game with a quirky but chic aesthetic that is emblematic of our label. It will incorporate traditional craft techniques of Meenakari and Jaali from India infused with modern design aesthetics. Launching in the festive season, the range has something to offer every candy-lover.”
“We’re delighted to be able to offer an array of Candy Crush inspired jewellery to long-time fans of the game,”
Founder and CEO of licensing company, Dream Theatre Pvt. Ltd, Jiggy George said “We are thrilled to have facilitated this partnership between Candy Crush and Mrinalini Chandra. The collection is stunning, making it ideal for Candy Crush fans and fashionistas alike.”
The collection is launched on 29th November 2017, just in time for the Christmas season, and will be available on www.mrinalinichandra.com and leading ecommerce sites.
Candy Crush Saga is one of the world’s most popular mobile games in the world and along with its sister titles, Candy Crush Soda Saga and Candy Crush Jelly Saga, is played by many millions of people every day. Candy Crush Saga and its sister title, Candy Crush Soda Saga, are two of the top 10 grossing mobile games in the U.S. Over one trillion game rounds have been played in Candy Crush Saga alone since its launch.
King continues to grow its consumer products offering across the globe supported by its global network of 19 licensing agents. King has signed 145 licensees to date.
Questions & Answers
Q.What are the key differences between the two parts of the new Candy Crush jewelry range?
What are the key differences between the two parts of the new Candy Crush jewelry range?
The competitively priced range features 2D coloured candy shapes. In contrast, the premium range is made from gold, has 3D versions of the candies, and includes a series of Kaleera.
Q.Which company helped King Digital Entertainment facilitate this new jewellery licensing deal?
Which company helped King Digital Entertainment facilitate this new jewellery licensing deal?
Dream Theatre, King's licensing agent for India and South Asia, facilitated and is managing this particular deal. They are based in India, where the designer is also from.
Q.What traditional Indian craft techniques are incorporated into the new jewelry collection?
What traditional Indian craft techniques are incorporated into the new jewelry collection?
The collection incorporates traditional craft techniques from India, specifically Meenakari and Jaali. These are infused with modern design aesthetics, according to the designer.
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