Candy Crush x Moschino: Luxury Fashion Collab Celebrates 5 Years of Gaming Icon
A Sweet Fusion of Gaming and High Fashion
To mark the fifth anniversary of Candy Crush Saga, King—the game’s developer—has teamed up with Italian luxury brand Moschino for a bold fashion collaboration. Designed by Moschino’s creative director Jeremy Scott, the limited-edition collection features swimwear, phone cases, and a statement backpack adorned with vibrant Candy Crush motifs.
The Price of Playful Luxury
- Backpack: $650 (showcases bold Candy Crush graphics)
- Phone Case: $70 (a more accessible entry point)
- Swimwear: \(250 (men) / \)300 (women)
Image Credit: King/Moschino
The $650 Candy Crush backpack blends gaming nostalgia with high-end design.
Why Fashion? King’s Strategic Brand Expansion
King, acquired by Activision Blizzard for $5.9 billion in 2015, has long relied on ubiquity to keep Candy Crush Saga among the top-grossing mobile games. While the game is free-to-play, only a fraction of users make in-app purchases. This collaboration serves dual purposes:
- Brand Awareness: Elevates Candy Crush’s cultural footprint beyond gaming.
- Merchandising Revenue: Limited-edition luxury items cater to die-hard fans.
“The only thing I love more than playing the game is wearing it!” — Jeremy Scott, Moschino Creative Director
Parallels to Angry Birds’ Success
Like Rovio’s Angry Birds franchise—which expanded into plush toys and a $349M-grossing movie—King’s move into fashion could amplify its mainstream appeal. The Moschino partnership isn’t just about sales; it’s a cultural statement.
Image Credit: King/Moschino
The $70 phone case merges functionality with playful design.
Coachella’s Candy Kingdom: A Launch Event Like No Other
The collaboration will debut at Moschino’s Candy Crush Desert Party during Coachella, transforming the venue into a real-life “Candy Kingdom.” Expect immersive game-inspired installations and celebrity appearances.
A Nod to Cultural Relevance
Sebastian Knutsson, King’s Chief Creative Officer, emphasized the synergy:
“Moschino and Jeremy Scott bring popular culture to the runway. This collection celebrates Candy Crush’s place in the zeitgeist.”
Image Credit: King/Moschino
The swimwear line adds a splash of Candy Crush flair to high-end fashion.
The Bigger Picture: Gaming Meets Lifestyle
This partnership underscores how gaming franchises are evolving into multi-industry powerhouses. For King, it’s a strategic play to attract new players while rewarding loyal fans with exclusive, wearable art. Whether it’s a $650 backpack or a Coachella spectacle, Candy Crush is proving its staying power—both on screens and in closets.
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