Licensing push will focus on Candy Crush Saga, which has been downloaded over half a billion times since launch.

King to expand global licensing programme with new agents

King Digital Entertainment, the company behind Candy Crush Saga, has appointed ten new licensing agents to expand its licensing programme internationally.

The licensing push will focus largely on hit game Candy Crush Saga, which has been downloaded over half a billion times since launch.

King is targeting multiple categories spanning apparel, accessories, confectionary, cosmetics and home décor.

"We’ve been overwhelmed by the demand for Candy Crush Saga products from the millions of players across the globe," said Claes Kalborg, King’s licensing guru.

"We’re delighted to announce we now have a network of leading agents in place to represent the brand in their respective territories and help facilitate this global licensing effort, delivering Candy Crush inspired products our players will love.”

The licensing agents on board with King include Striker Entertainment (USA and Canada), Tycoon Enterprises (Latin America except Argentina and Brazil), Tycoon 360 (Brazil), IMC (Argentina), Mediogen (Israel), Sinerji (Turkey), Pacific Licensing Studio (Southeast Asia), Wild Pumpkin Licensing International (Australia and New Zealand), PPW (Greater China) and Voozclub (Korea).

The European licensing business for Candy Crush will be managed by King’s in-house licensing team.

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