THE CARE BEARS JOIN CANDY CRUSH SOLITAIRE FOR A SEASON OF SWEET KINDNESS
KING LICENSE NOSTALGIC IP FOR GAMING PARTNERSHIP
BACKGROUND:
For their new game in the Candy Crush Saga, Candy Crush Solitaire, King wanted to leverage the nostalgic appeal of Care Bears to target their wide demographic for a time-limited in-game season. The property seemed like a natural fit and the assets available were perfect for what King wanted to achieve.
THE CALL TO BORN:
Having worked on several campaigns that required working with existing assets and due to our great relationship with the Rights Holders, we were brought on board very early in the process to scope out feasibility with Cloudco and sell in the idea featuring Care Bears.
WHERE BORN LICENSING ADDED VALUE:
During the research and development phase, we pitched the idea to the Cloudco team and answered any questions they had at this stage. We then negotiated terms and costs, and ensured that all tight deadlines were met on time. Given our previous work with existing assets, we were able to guide the process smoothly, ensuring both Licensee and Licensor had every step covered along the way.
THE APPROVAL PROCESS:
As always, we managed the approval process from start to finish, helping with the release of assets, submitting initial concepts, WIP assets and reskins for the Care Bears team’s approval to ensure they were happy with how the assets were being developed within the gaming season. We were able to meet King’s key deadlines in an efficient and expedited manner, making sure the partnership was ready for delivery.
THE LAUNCH:
The partnership launched with a teaser around Halloween, and officially went live on 3rd November. The Care Bears Season unlocked for players who have reached level 22 in Candy Crush Solitaire and ran through the end of November. New players could join for free on iOS and Android, Amazon and Nook.
THE EXPERIENCE
Being brought into the creative process at an early stage allowed us to scope the idea with the Licensor and get them on board. Despite the tight deadlines, we were able to use our industry knowledge and intimate experience with the entire licensing process to keep the project on-track and ensure all parties were able to focus on where their strengths lie.
“Working with David, Alberto, and Amber from Born Licensing has been an absolute pleasure. They are top-notch professionals who supported us at every stage, from shaping the creative idea to negotiating the licensing deal and coordinating approvals. Their expertise and partnership were invaluable in making the Care Bears integration in Candy Crush Solitaire a smooth and efficient process.”
BORN LICENSING’S OTHER CAMPAIGNS >
