The Point.1888 is on board to bring the “Candy Crush” brand into new categories across the U.K.

King, a subsidiary of Activision Blizzard, has named The Point.1888 to serve as its brand extension agency in the U.K. for its “Candy Crush” franchise.

Through the partnership, The Point.1888 will aim to increase brand awareness, engagement and consumer touch points.

Additionally, The Point.1888 has tapped Inphase International to launch a range of “Candy Crush”-themed car air fresheners in select Tesco locations this month. The launch will be supported by an exclusive on-pack promotion, a dedicated microsite and FSDUs in more than 500 stores.

“The Point.1888 is a retail-focused brand extension agency, which was the key reason behind us partnering with them,” says Claes Kalborg, licensing director, King. “By identifying brand gaps at retail, we can work strategically to ensure the long-term success of our licensed consumer products. We look forward to signing innovative partners and growing our licensing program.”

Other properties included in the King portfolio include “Farm Heroes,” “Pet Rescue” and “Bubble Witch.”

"We are delighted to be partnering with King to drive the brand into new categories,” says George Birtchnell, brand manager, The Point.1888. “With millions of players all around the world, there is an active and dedicated fan base to target consumer products to. With their bank of incredible style guides and unique identity, we look forward to extending this brand into carefully selected categories.”