Sour Patch Kids and Roblox announced a partnership that will see the sour candy brand heading online to the immersive global video game platform to provide players with a themed experience.
The Sour Patch Kids Mischief Tycoon Experience is suited for fans aged 13 and up, and will require them to rebuild the land disrupted by the mischievous candy people. Fans who partake in the branded experience will receive a variety of limited-edition digital fashion items alongside phygital rewards like merchandise and even coupons for candy.
Brand Manager at Mondelēz International John Vasington spoke on the Sour Patch Kids and Roblox partnership saying, "Our brand fans continue to enjoy Sour Patch Kids as their go-to snack when gaming, and now we are excited to connect with the community by having Sour Patch Kids join them on-platform through a fun, interactive, experience. Sour Patch Kids Mischief Tycoon gives our 13+ fans in the Roblox community a unique way to engage in loveable mischief, extending our ability to reward fans both in-game and in real life."