Popular online gaming title Candy Crush is to grow its UK licensing programme through licensing specialists The Point. 188.
Named as King’s extension partner, the firm will build long term sustainable partnerships between ambitious brands and innovative partners to create a range of new branded product collections.
A leading interactive entertainment company for the mobile world, King offers a global portfolio of games with franchises including Farm Heroes, Pet Rescue, Bubble Witch and the popular Candy Crush title.
Under the new partnership, The Point 1888 will aim to increase brand engagement and consumer touch points for the Candy crush property.
“We are delighted to be partnering with King to drive the brand into new categories,” said George Birtchnell, brand manager at The Point 1888.
“With millions of players all around the world, there is an active and dedicated fan base to target consumer products too. With its bank of incredible style guides and its unique identity, we look forward to extending this brand into carefully selected categories. There are exciting times ahead.”
Claes Kalborg, licensing director, King, added: “The Point 1888 is a retail focused brand extension agency, which was the key reason behind us partnering with them.
“By identifying brand gaps at retail, we can work strategically to ensure the long term success of our licensed consumer products. We look forward to signing innovative partners and growing our licensing programme.”