• by Fern Siegel , March 14, 2023

Interactive mobile company King appointed BBH to the creative account for Candy Crush Saga, the puzzle game.

King’s remit for BBH is to create a new brand platform for Candy Crush Saga. The new platform will debut in the U.S. and U.K. this summer. 

Amy Kilty, associate brand director at King, said: “Having recently celebrated 10 years since the hit mobile game first landed on our screens, it’s important for us to continue building on that success by establishing a unique brand and personality that will set us up for the next 10 years and beyond.”

Helen Rhodes, ECD of BBH, added: “We’re looking forward to helping the team at King take the Candy Crush Saga brand to the next level.”­

According to King, Candy Crush is the top-grossing franchise in U.S. app stores. The company’s games, including Farm, Heroes Saga, are being played by 240 million monthly active users as of Q3 2022.