Candy Crush  x Mrinalini  Chandra

Candy Crush Meets Designer Jewellery: A Collaboration with Mrinalini Chandra

 

Background

Candy Crush is a globally popular game known for its vibrant and engaging themes, while Mrinalini Chandra is renowned for her exquisite meenakari technique in jewellery design.

 

Licensing Partner: Dream Theatre leveraged its expertise to bring these two iconic brands together, creating a new category in the jewellery industry.

 

Objectives

• To create a unique and captivating collection of designer jewellery.

• To blend the vibrant themes of Candy Crush with traditional meenakari techniques.

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Target Audience: Fans of Candy Crush and connoisseurs of designer jewellery, both young and adult.

 

Strategy and Execution

Approach:

• Identifying the unique elements of both brands to create a cohesive design strategy.

• Developing a licensing and marketing plan to ensure the collection’s success.

 

Execution:

• Design and Production: Collaborated with Mrinalini Chandra to create a stunning collection featuring Candy Crush-themed pieces, including necklaces, earrings, bracelets, rings, and brooches.

• Branding and Marketing: Implemented a strategic marketing campaign to promote the collection and engage fans.

• Retail Rollout: Launched the collection across various retail platforms, ensuring wide accessibility.

 

Results /Outcomes:

• Successfully launched a unique jewellery collection that captivated fans and jewellery enthusiasts.

• High sales and positive market reception.

• Established a unique niche in the jewellery industry by blending gaming themes with traditional craftsmanship.

• Created new opportunities for future collaborations and innovative product lines.