The jelly-themed castle, which is as tall as a house and the length of a double-decker bus, aims to bring elements of the game to life – it emits fragrant, raspberry jelly-scented clouds from its walls and makes noises from the game when jumpers bounce on certain candy squares.
The castle is free to the public and opened today (3 March) at 10am. It will be open until 6pm on Saturday 5 March. Visitors will be introduced to Candy Crush Jelly Saga’s new character, the Jelly Queen.
Singer Alesha Dixon attended the launch this morning on the Southbank and was the first to jump on the castle.
The stunt has been managed in-house by Candy Crush owner King, alongside agencies Jack Morton and Brands2Life, while content, including the video below, was created by TVC.
Andreas Olofsson, lead producer on Candy Crush Jelly Saga, said: "This is the perfect setting to bring the new competitive play of Candy Crush Jelly Saga to life as we give the public a chance to show their best moves, bounce and reign supreme over the new in-game opponent, the Jelly Queen. It is a fitting celebration that embodies the excitement and fun that we aim to achieve in our games."
This article was first published on www.prweek.com