King bolsters Candy Crush brand with three new agents

New partners on board for Spain, Portugal, Italy, France, Belgium and India.
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King Digital Entertainment, is continuing to bolster its licensing activity internationally, appointing three new leading licensing agents to represent Candy Crush Saga and its sister title, Candy Crush Soda Saga.

Two new agents have been appointed in Europe, with EL OCHO set to lead King’s licensing initiatives in Spain, Portugal and Italy, while MJA Licensing will represent France and Belgium. Licensing agent Dream Theatre has also been appointed to lead the programme in India.

Working closely alongside these new partners, King aims to secure best-in-class licensing partnerships across multiple categories including apparel, gadget accessories, fashion accessories, confectionary, gifts and novelties, in order to deliver fun products that bring the Candy Crush gaming experience to life for its millions of fans around the world.

“We continue to grow our licensing network across the globe and are pleased to announce we’ll be working alongside these top licensing agents,” said Claes Kalborg from King. “We’re confident that their strong relationships within their respective territories, 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.”

Candy Crush Saga has been one of the top grossing games in the charts since it launched on mobile more than two years ago and its recently launched sister title Candy Crush Soda Saga, is also proving hugely popular. Combined, these games are played on average by 91 million people each day.

King continues to invest and develop the Candy Crush franchise, adding new levels and content to both titles every few weeks.

King now has a total of 13 licensing agents representing the brand worldwide.

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