J&M Brands and Paris Arabesques on board to represent hit mobile game.

King Digital Entertainment has appointed two new licensing agents–J&M Brands and Paris Arabesques–to represent its “Candy Crush” mobile gaming brand.

J&M Brands will represent the brand throughout the Benelux region and Paris Arabesques will represent it in North Africa.

Working in collaboration with the new agents, King will also work to help build and strengthen the “Candy Crush” consumer products program in categories such as apparel, food and beverage, healthy and beauty, electronics and stationery.

King continues to expand the “Candy Crush” franchise and in January launched the third installment of the game, “Candy Crush Jelly Saga.” A global network of 19 licensing agents currently supports the franchise.

“We’re pleased to welcome J&M Brands and Paris Arabesques on board,” says Claes Kalborg, licensing director, King. “Their established retail relationships and strong track record in developing impactful licensing programs for some of the world’s leading consumer lifestyle brands makes them the ideal partners to bring ‘Candy Crush’ products to their respective regions.”