King cuts a licensing deal for Candy Crush Saga socks

The Candy Crush Saga mobile game is so popular that it’s following in the footsteps of Angry Birds by expanding into licensed merchandise. King announced today that it has reached a deal with a sock-design company to create Candy Crush Saga-themed socks.

King has a huge hit in Candy Crush Saga, which has reached more than 26 billion gameplays per month, including 600 million gameplays a day on mobile. So King has cut a deal with sock designer Happy Socks to create licensed merchandise based on the popular mobile and web game.

As part of this global deal, Happy Socks and King have codesigned two pairs of socks. One style is based on the chocolate Color Bomb and the other a Striped Candy, the power-up players get by combining four in a row. The socks cost $12, or eight euros.

“Candy Crush Saga has become nothing short of a worldwide phenomenon –a game that people can play and enjoy anywhere, any time. With that in mind, it’s only fitting that the first licensing deal is with Happy Socks, giving all those who love the game the chance to revel in the fun of Candy Crush Saga, literally right down to their toes.” said Riccardo Zacconi, King’s chief executive.

“We are very excited to work with the creators behind the spectacularly popular game Candy Crush Saga to design these custom, high quality socks. The socks will be exclusively designed, not simply branded, and will reflect the quality both King and Happy Socks are known for delivering,” said Mikael Söderlindh, CEO of Happy Socks.