into licensed merchandise for its popular puzzle gameHere's a thought: how would Steve Jobs have responded if you'd walked up to the late Apple chief executive in 2008, when the App Store launched, and told him that in five years' time a mobile/social puzzle game about sweets would be so popular, it would spawn its own range of licensed socks?He'd have called security, obviously.
Yet here we are in 2013, and games developer King has just announced its first licensing deal: Candy Crush Saga socks.The
company is working with "premium sock designer" Happy Socks to release two pairs of socks based on its game, which has reached bona-fide craze status on Facebook, iOS and Android. The
socks'll cost £8, and are pre-orderable now."The
socks will be exclusively designed, not simply branded, and will reflect the quality both King and
Happy Socks are known for delivering," says Happy Socks boss Mikael <a href = "http://a375.blog.com/trade-miner/">trade miner </a> no, they won't get so difficult to put on after 70 days that you'll have to pay for a power-up to help.This is King's first licensing and merchandising deal.
With 15m daily active players on Facebook, and more than 600 daily game-plays on iOS and Android, there's a big audience of fans to market all manner of merchandise to.Candy
Crush Saga was the most lucrative iOS game in the world in May, and the second most lucrative on Android, according to analytics firm App Annie.
It has helped King reach more than 70m daily active players on Facebook and mobile devices across all its games.King is following an already well-trodden path with its move into
more than 500 companies to make "consumer products", including new deals for Angry Birds-branded sweet dispensers, multivitamins, inflatables, Halloween costumes and "hydration and storage containers" (flasks and lunchboxes, right?).Cut the Rope, Talking Friends and Fruit Ninja are other popular mobile games that have spawned <a href = "http://a375.blog.com/clickbank-pirate/">clickbank pirate </a> in recent times.
King may be starting with socks, but it's safe to assume Candy Crush Saga will be walking onto shelves in many more forms in the coming months.AppsGamesMarketing & PRMobileStuart Dredgeguardian.co.uk © 2013 Guardian News and Media Limited or its affiliated companies.
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