Dream Theatre recently secured licensing and merchandising rights for Candy Crush Saga in India, the cross-platform game created by King Digital Entertainment.
The L&M specialist is readying to capitalise on the big brand from King’s stable by taking the franchise onto T-Shirts.
Talking about the partnership earlier, Dream Theatre founder and CEO Jiggy George 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 will 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.”
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. Candy Crush recently launched sister title Candy Crush Soda Saga. Together, they draw around 91 million players every day. In order to leverage its unmatched following, Dream Theatre will help King Digital 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.
King Digital Entertainment licensing guru ClaesKalborg 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.”