Challenge: Make the iconic board game Candyland relevant among its current audience living in a digitized age.
Problem: Candyland is an old, unchallenging board game that doesn’t resonate with current children. This board game has highly recognizable characters and plots but lacks the innovation to foster communities and multimedia growth.
Strategy: Candyland pushes the boundaries of what a board game can be by becoming accessible virtually anywhere.
Approach: The app “Candy World” is a multiplatform Candyland community consisting of mini games, personalized avatars, interaction with other players and a point based rewards system.
Additionally, print ads, Candyland plush characters, and Candyland takeovers at resorts brining the game to life.