SOUR PATCH KIDS® Brand Transforms Mischief into Currency with New Immersive World on Roblox

BY Brian K Neal

The SOUR PATCH KIDS brand is launching its own immersive world on Roblox, a global platform where millions of users connect daily. The SOUR PATCH KIDS Mischief Tycoon Experience invites fans aged 13 and up to rebuild a land disrupted by the Sour Patch Kids, blending mischief and sweetness. Users can collect in-game currency and mischief points, enhancing their experience on the platform.

Developed for users 13 and older, the SOUR PATCH KIDS Tycoon Experience encourages fans to partake in playful mischief to rebuild four fruit-themed versions of Mischief Mountain, inspired by the brand’s fruit-flavored candies. Those who engage the most will be rewarded with exclusive SOUR PATCH KIDS-themed digital fashion items. Additionally, select fans will receive ‘phygital’ rewards, such as SOUR PATCH KIDS merchandise and candy coupons, through third-party partners, promoting the new experience and bridging digital gameplay with real-world rewards.

“Our brand fans love enjoying SOUR PATCH KIDS while gaming, and we’re thrilled to bring the brand to life on a platform where they spend so much time,” said John Vasington, brand manager of SOUR PATCH KIDS at Mondelēz International. “SOUR PATCH KIDS Mischief Tycoon offers our 13+ fans in the Roblox community a unique opportunity to engage in fun mischief, rewarding them both in-game and in real life.”

The experience includes a dedicated zone with challenges that allow users to accumulate mischief points and unlock SOUR PATCH KIDS companions. Each mini-game is themed after a SOUR PATCH KIDS fruit flavor, with three available at launch:

• Watermelon Blast: Players run through a fruit patch, blasting watermelons. Small watermelons are easy targets, while larger ones are tougher. Ultimate fans can reach a boss level—a massive watermelon requiring multiplayer blasts. Each successful blast earns mischief points.
• Grape Gallery: This mischievous slingshot battle tests aim and speed by targeting moving grape candies. Hits on floating SOUR PATCH KIDS Grape candies yield the highest rewards, but players must avoid floating bombs. Points increase with slingshot upgrades.
• Peach Falls: Players catch falling peaches while dodging broccoli bombs that reduce points. Larger baskets, earned through mischief points, offer more reward opportunities.

To celebrate the summer launch, the brand introduces Lemonade Loot Boxes, inspired by SOUR PATCH KIDS Lemonade Fest candy. For a limited time, crates of Lemonade Loot will drop every ten minutes, containing in-game currency or ultra-rare crates with 100x benefits. Fans can redeem this currency at the Lemonade Stand in the SOUR PATCH KIDS Tycoon experience for unique prizes.

“The SOUR PATCH KIDS Mischief Tycoon Experience perfectly integrates the beloved SOUR PATCH KIDS into Roblox,” said Brian Fannin, COO of Polycount.io, the metaverse architects behind the experience. “Sour Patch Kids companions start off sour and turn sweet, offering upgrades and in-game boosts. This collaboration allows the SOUR PATCH KIDS brand to engage authentically with its fans and reach new audiences in the Roblox community.”