By Allison Watkinson
TLL Reporter
Morinaga America has partnered with Super League for a licensed HI-CHEW in-game experience within the Fortnite Creative Islands.
This collaboration was brokered by Carmichael Lynch as HI-CHEW’s media agency. The new activation marks the third year the two companies have collaborated to bring the candy brand to Fornite.
“Our Fortnite integrations continue to open new doors for fan connection,” said Morinaga America CEO, Teruhiro Kawabe (Terry). “We are thrilled to work with the Super League team once again to bring HI-CHEW to our growing fanbase in the gaming community.”
This year’s interactive experience includes a Chewbie-Dome hub within Fortnite’s Minigame Box PVP Island that includes three custom HI-CHEW mini-games called Climbers, Chewlet Grabbers, and Block Drop.
The brand is also taking over two classic minigames with Chewbie Says Go! and HI-CHEW Pillars.
The mini-games will be featured in a licensed quest designed to reward players with HI-CHEW Coins to earn exclusive in-game items.
As another part of this campaign, HI-CHEW launched a site where participants can complete in-game and social media challenges over a limited time period to earn ‘Unlockable points’.
These points can be redeemed for entries into a raffle for digital and physical prizes such as limited-edition merch, free candy and discount codes.
“HI-CHEW is all about creating shareable, joyful moments and this year’s in-game experience demonstrates that same spirit,” said Kawabe. “Our partnership with Fortnite Creative developers allows us to show up in a way that’s playful and unexpectedly fun. We’re proud to keep building connections with fans through different and meaningful ways, meeting them where they are and creating experiences that go beyond the candy aisle.”
To further increase fan engagement, HI-CHEW also recently launched a creator competition within the Fortnite community.
The competition invited top map creators to design a new HI-CHEW x Fortnite game experience.
Judged by community influencers like Birdo, Dagwummy, and ChitaZ, three winners were selected and granted funding and support to bring their HI-CHEW themed maps to life.
All three custom-built maps are going live in August and will be available to play on the Fortnite platform indefinitely.
“HI-CHEW continues to raise the bar for how brands show up in games,” said Super League CEO, Matt Edelman. “Once again, they are proving what can be accomplished by embracing playability. From creator-built maps to unlockable rewards, this year’s program is perfectly designed to drive deep engagement and spark cultural moments,” added Edelman. “We’re proud to be the partner helping HI-CHEW lead the way in the evolution of playable media.”
The HI-CHEW activation will be available to Fortnite users until September 14, 2025.
Distributed by Morinaga America in the US, HI-CHEW is a chewy candy brand that features intense flavors made from concentrated fruit juices.
Initially launched by the Japanese confectionary manufacturer Morinaga & Co., the candy brand has released over 300 different flavors in Japan since it was first introduced.
HI-CHEW products are gluten-free and created with no colors from synthetic sources.
Super League is an interactive entertainment company that develops playable media, content, advertisements and experiences for mobile games and online platforms.
Image Source: HI-CHEW/Super League via PRNewswire.