Having moved into the energy drink sector last month after a deal with Cott, 20th Century Fox Licensing and Merchandising is further flexing its muscles in the adult gifting sector following a new agreement with Bon Bon Buddies.
The two companies have teamed up to create a 24-branded confectionery board game. The product contains trivia question cards and foil covered chocolate chips/tokens. The goal of the game is to answer as many correct questions as possible on 24 in 24 minutes.
The person who answers the most questions wins the most chocolates. Easter lines are currently in development and will be targeting the 16 to 34 year-old market who are looking to indulge in gifts linked to their favourite TV shows.
The adult market has been identified by Fox as a key area of growth for its brand and it will continue to build its presence over the next year.