Now get Candy Crush Saga clothes, bags, shoes and even candies

05 Dec,2014

By Ratna Bhushan


Developers of Candy Crush Saga, perhaps the world’s most popular online and mobile game, plans to cash in on its popularity in India by launching high-street designer clothes, handbags, shoes and, of course, candies under the Candy Crush brand.


King Digital Entertainment Plc, the London-based owner of Candy Crush, has signed an exclusive licensing deal with Mumbai-based Dream Theatre, to license and sell Candy Crush branded products across South Asia.


“Since women between 18-25 years have been identified as the primary consumers of Candy Crush, our core focus for extending the game to products is women’s fashion clothing, accessories, handbags, footwear and even home furnishing,” said Jiggy George, founder and CEO of Dream Theatre, an entertainment, sports, fashion licensing and brand management firm.


Dream Theatre is close to signing a contract with a top Indian fashion designer, he said, but refused to name the person.


In July, fashion designer Manish Arora had showcased a fall/winter collection for Amprapali jewellery inspired by Candy Crush.


Mr George said Dream Theatre will also partner a confectionery player to leverage the obvious synergy between Candy Crush and confectionery by launching Candy Crush candies and confectionery.


Candy Crush Saga, a match three-puzzle video game developed by King Digital in 2012 on Facebook, and later as a mobile app for smartphones, surpassed Farmville 2 as the most popular game on Facebook last year, with over 46 million average monthly users. Candy Crush has been installed over 600 million times on Facebook and iOS/Android devices, and was the most downloaded iOS app last year.


It enjoys huge popularity in India too. “The Candy Crush is like a new-age virus – whatever its pros or cons may be,” said Shailendra Singh, joint MD of entertainment and sports marketing firm Percept.


He said recently at a function in Meerut he saw one of the people manning a sweets stall playing Candy Crush on his mobile.


The brand licensing market in India is estimated at $450 million, or about Rs 2,780 crore, at retail sales. It’s not even 1% of the global market estimated at $200 billion, but is growing about 20% a year, helped by online retail and organised retail.


Licensing content and characters emanating from digital games and applications is a fast accelerating trend, replacing television and cartoon characters.


Angry Birds, the first such success, has so far been the biggest hit with two billion downloaded games worldwide. Angry Birds has followed the original game with multiple extensions, animation shorts and an upcoming movie in 2016.


For the Indian market, Dream Theatre, which also has licensing rights for Angry Birds, has launched products across 14 categories, including toys, board games, apparel and stationery.


Angry Birds’ branded products are now available across 1,500 stores besides multiple online platforms.


Mr George said with rights to licences for three digital properties – Candy Crush, Angry Birds and Talking Tom app – Dream Theatre was targeting Rs 150 crore of retail sales within three years.


Globally, the gaming market is forecast to grow to $103 billion by 2017 with mobile gaming doubling its share to 34%.


King Digital’s latest results showed profits down by 20% in the July-September quarter compared to last year, and it has been trying to increase market share in an intensely competitive mobile game industry.


King Digital’s stockmarket debut in March this year was among the worst in the US. The company said it was diversifying beyond its core Candy Crush game and that its ‘non-Candy Crush’ game portfolio is now contributing 49% of its revenues.


Source:The Economic Times

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