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King bolsters Candy Crush licensing with jewellery range

CP line expands with new collection from Indian designer Mrinalini Chandra.

King Digital Entertainment has further grown the licensing programme for the Candy Crush brand with the addition of a jewellery line.

Created by leading Indian designer Mrinalini Chandra, the range includes necklaces, bracelets, earrings, brooches and rings, all inspired by the hit mobile game.

There are two parts to the collection – a more competitively priced range, which features 2D coloured candy shapes, and a premium range which is made from gold and features 3D versions of the candies.

The premium range also offers a series of Kaleera.

“We’re delighted to be able to offer an array of Candy Crush inspired jewellery to long-time fans of the game,” said Philippe Bost, vp international consumer products at Activision Blizzard.

“Our colourful designs are really brought to life by this striking jewellery range and the Kaleera series will add extra sweetness to any bride’s special day.’’

Mrinalini added: “We are very excited about our collaboration with Candy Crush. Our jewellery will comprise of hand crafted pieces inspired by the game with a quirky but chic aesthetic that is emblematic of our label.

“It will incorporate traditional craft techniques of Meenakari and Jaali from India infused with modern design aesthetics.”

The collection is due to launch around October 19, in time for the Diwali festivities.

The deal was brokered by Dream Theatre.

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