Hasbro Plans Candy Land Pop-Up | License Global

Hasbro Plans Candy Land Pop-Up

Werther’s Original’s caramel- and Candy Land-themed pop-up is now open at the Santa Monica Pier in California.

NORTH AMERICA–In honor of National Caramel Day, April 5, Hasbro has partnered with Werther’s Original to open Candy Land: The Werther’s Caramel Edition Game, a life-sized caramel version of the classic board game.

During the pop-up event, visitors will be encouraged to travel through the Caramel Popcorn Mountains, discover caramel surprises in Werther’s Woods, navigate a bridge over the Caramel Crème Lagoon and fill up on Werther’s treats at the Caramel Castle.

The life-sized board game pop-up is now open on the Santa Monica Pier in Santa Monica, Calif.

“We’re excited to work with Werther’s Original to bring the sweet fun of Candy Land to even more people,” says Jonathan Berkowitz, senior vice president, global marketing, Hasbro Gaming. “Our goal at Hasbro is to provide families with gaming experiences that are fun to play, fun to watch and fun to share. The combination of the digital game and the life-sized Candy Land experience that Werther’s Original has created will delight fans of all ages.”

Additionally, Werther’s Original will launch the digital experience Candy Land: The Werther’s Caramel Edition Game online at CaramelDay.com. The digital destination will feature an online version of the life-sized game board and will also allow users to learn fun facts as they explore different candy regions.

"In today's rapidly changing world, it's comforting to know that some things are still as good as they've always been. With the help of Hasbro's Candy Land, we are excited to bring together classic favorites: sweet candy and family fun," says Meredith Suffron, director, marketing, Werther’s Original. "As a brand with a rich heritage and passion for caramel, National Caramel Day is a major holiday for us, making it the perfect time to give our consumers an interactive way to experience our full portfolio of products."