ZeptoLab looks to merchandising business with new game Pudding Monsters

Highlighting the importance of merchandising to the mobile games, Cut the Rope developer ZeptoLab is focusing on multiple characters for its new game Pudding Monsters.

Coming to iOS and Android on 20 December, the game revolves around a group of colourful pudding heroes, each of which has individual powers you use by combing them together in what the company calls " innovative stick-'em-together gameplay".

The game itself is labelled an adventure puzzler.

Building on the success of its previous title Cut the Rope, which has been downloaded over 250 million times, and made its signature character On Nom a licensing hit, the company is clearly looking to expand its merchandising opportunities a la Angry Birds.

At the start of 2012, it set up licensing deals in the US, creating Om Nom toys, clothes, confectionery, home decoration and stationery.

"Pudding Monsters is a logical next step in our strategy. Our focus is just as much on innovating and creating new IP as it is to strengthen our existing brands," said ZeptoLab CEO, Misha Lyalin.

"Now, we're ready to bring fans a great new game that is suited for all ages and provides new opportunities for further expansion. We're building a portfolio of exceptional pick-up-and-play games, and Pudding Monsters helps to showcase our ambitions as a studio."

Of course, Pudding Monsters will be self published, unlike Cut the Rope, which was released through Chillingo.

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