King has appointed the company as its brand extension partner in the UK.
The Point.1888 has partnered with King to build the UK extension programme for the Candy Crush franchise – with Inphase International already on board.
The company will be looking to expand the mobile entertainment property – which boasts games including Candy Crush and Candy Crush Jelly Saga – into a number of new categories.
First on board is Inphase International, which will be launching Candy Crush air fresheners in selected Tesco stores at the end of January.
The launch will be supported with an exclusive on-pack promotion, dedicated microsite and FSDUs in over 500 stores.
George Birtchnell, brand manager at The Point.1888, commented: “We are delighted to be partnering with King to drive the brand into new categories.
“With millions of players all around the world, there is an active and dedicated fan base to target consumer products to. With their bank of incredible style guides and unique identity, we look forward to extending this brand into carefully selected categories.”
Claes Kalborg, King’s licensing director, added: “The Point.1888 are 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.”
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