King Digital launches Candy Crush jewelry lines with Mrinalini Chandra

King Digital Entertainment, the developer of highly popular mobile game Candy Crush has inked pact with one of the leading Indian designers Mrinalini Chandra for a range of jewelry. A part of strategy strengthening Candy Crush consumer products offering in India, the range includes 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. Commenting on the launch, Philippe Bost, VP International Consumer Products, Activision Blizzard said, “We’re delighted to be able to offer an array of Candy Crush inspired jewellery to long-time fans of the game.” Commenting on the range, jewelry designer Mrinalini Chandra said: “We are very excited about our collaboration with Candy Crush. Our jewelry comprises 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.” Adding to it, Jiggy George, founder & CEO of Dream Theatre 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 available on www.mrinalinichandra.com and leading ecommerce sites. 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.