King Strengthens Candy Crush Licensing Categories, Adding New Jewelry lines to its Offering


King Digital Entertainment, a leading interactive entertainment company for the mobile world, continues to expand its Candy Crush consumer products offering, with a new range of jewelry by leading Indian designer Mrinalini Chandra. Fans and candy-lovers around the world will be able to get their hands on a range of necklaces, bracelets, earrings, brooches and rings inspired by the deliciously sweet world of Candy Crush. The deal was facilitated and is being managed by Dream Theatre, King’s licensing agent in India and South Asia.


The range comprises of two parts; the more competitively priced range features 2D colored candy shapes while the premium range is made from gold and features 3D versions of the candies. The premium range also offers a series of Kaleera.


The collection comprises of Necklace, Choker necklace, Ring, Cuff bracelet, Earrings, Charm necklace, Charm bracelet, Brooch pin in couture range and Y necklace, Two finger ring, Single finger ring, Lariet necklace, Candy Unit brooch, Earring, Hoop earring, Open bangle, Bracelet in mass range.


“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, 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.’’


Commenting on the range, jewelry designer Mrinalini Chandra said: “We are very excited about our collaboration with Candy Crush.  Our jewelry 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. Launching in the festive season, the range has something to offer every candy-lover.”


Founder and CEO of licensing company, Dream Theatre Pvt. Ltd, Jiggy George said “We are thrilled to have facilitated this partnership between Candy Crush and Mrinalini Chandra. The collection is stunning, making it ideal for Candy Crush fans and fashionistas alike.”

The collection is launching on 29th November 2017, just in time for the Christmas season, and will be available on and leading ecommerce sites.

Candy Crush Saga is one of the world’s most popular mobile games in the world and along with its sister titles, Candy Crush Soda Saga and Candy Crush Jelly Saga, is played by many millions of people every day. Candy Crush Saga and its sister title, Candy Crush Soda Saga, are two of the top 10 grossing mobile games in the U.S. Over one trillion game rounds have been played in Candy Crush Saga alone since its launch.

King continues to grow its consumer products offering across the globe supported by its global network of 19 licensing agents. King has signed 145 licensees to date.

About King
King is a leading interactive entertainment company for the mobile world. It had 314 million monthly active users as of second quarter 2017 across web, social and mobile platforms, and has developed more than 200 exclusive games that are enjoyed all around the world through its and websites, Facebook, and mobile distribution platforms such as the Apple App Store, Google Play Store, Microsoft Windows App Store and Amazon Appstore. King was acquired by Activision Blizzard (NASDAQ: ATVI) in February 2016. King has game studios in Stockholm, Malmö, London, Barcelona, Berlin and Seattle, along with offices in San Francisco, Los Angeles, New York, Chicago, Malta, Tokyo, and Bucharest.

© 2017 Ltd. King, the King crown logo, Candy Crush, Candy Crush Saga and related marks are trademarks of Ltd and/or related entities.

About Mrinalini Chandra

With an urge to take handcrafted finesse to a new high, inspired by the rich culture & poetic verses of India, Mrinalini Chandra Jewellery, is traditional brilliance combined with modern aesthetics. We work on custom projects related to multiple facets of design. Mrinalini Chandra’s creations can be defined as an eclectic range of whimsical, slightly modern slightly ancient, slightly stuck in time, high fashion jewellery couture and High Fashion Accessories.


About Dream Theatre:

Dream Theatre leverages the power of licensing in India and South Asia to create, build, distribute iconic brands in the Entertainment, Sports and Lifestyle space. The company represents Angry Birds, Pokémon, Sanrio, The Smiley Company, Real Madrid, FIFA 2018 amongst other brands for Licensing and Merchandising in India and South Asia. It also handles content syndication for key brands. Dream Theatre has a joint venture with Kwan Entertainment for Mojostar, a company that partners with celebrities to co-create authentic brands in the areas of fashion, fitness and personal care. For further information, check out