Mumbai : Now, India’s love of Candy Crush Saga will be just as sweet and a little more chic! Dream Theatre Pvt. Ltd., one of the pioneering brand management and licensing agencies in India, has secured licensing and merchandising rights for Candy Crush Saga in India, the cross-platform game created by King Digital Entertainment, a leading interactive entertainment company for the mobile world.
Candy Crush Saga is a match three-puzzle game that was launched in 2012 for Facebook, and later as a mobile app for smart phones. While it has remained one of the top grossing games in the chart, it’s recently launched sister title Candy Crush Soda Saga is also hugely popular. Together, they draw around 91 million players every day*. In order to leverage it’s unmatched following; Dream Theatre will help King to build its licensing programme for the emerging market of South Asia. It will build a varied portfolio of designer apparel, accessories, handbags, shoes and home furnishings.
Talking about the partnership, Jiggy George, Founder & CEO, Dream Theatre Pvt. Ltd., said, “The Candy Crush phenomenon has captured the imagination of people worldwide, and has a significant audience in India. As licensing content from the digital world is an expanding trend, we are very excited to work with King to help it to build its licensing business for Candy Crush in India. Our rollout will aim to leverage the infectious energy of this brand as we take it out of the gaming arena into homes of fans.”
ClaesKalborg, Licensing Guru, King Digital Entertainment, added, “We continue to grow our licensing network across the globe and are pleased to announce we’ll be working alongside top licensing agents like Dream Theatre. We’re confident that their strong relationships within India, combined with the fun and colourful design elements of the Candy Crush brand, will translate into an offering of consumer products that our players will love.”
Dream Theatre is collaborating with and seeking licensees across categories like young adult apparel, gadget accessories, fashion accessories, candy, gifts & novelties. The products will be rolled out in 2015.
*Daily Active Users of Candy Crush Franchise (Candy Crush Saga and Candy Crush Soda Saga combined) as of Q4 2014.