CANDY CON

How GameStop’s Bold New Own Brand Became A Major Player

When GameStop approached us with an ambitious idea for an own brand, it was game on. We collaborated to develop and launch CANDY CON, a bold new move to disrupt the customized controller category.

Bright Idea and Brilliant Execution

GameStop’s team approached us with an idea to create its own range of gaming accessories: high-quality products at achievable price points, tapping into the profitable millennial and Gen Z market.

To cut through the noise in the customized controller category (a space that’s already crowded with major players, like Xbox and Playstation) this idea needed to be more than a private label. It needed to be an own brand.

Leveraging market research and customer insight, we uncovered a core brand truth—“for the fun of it”—that could resonate with a growing community of social gamers. From here, we built out the CANDY CON brand world.

Designing a visual identity inspired by the endless excitement and choice of pick ‘n’ mix candy. With swappable mouses and custom faces in a rainbow of colors. Capturing a nostalgia-inducing, spontaneous spirit that invites customers to rediscover their sense of play.

CANDY CON was an instant hit, smashing every sales metric, and became the most successful new controller launch ever at GameStop, based on sales units and sales $.

The brand launch caused a major buzz online. 100,000 + comments & reviews across social media saw stock sell out across the US & Canada, and this success was reflected in numerous industry publications, such as the World Brand Design Society, where 92.5% of readers rated CANDY CON as excellent.

Services:

Brand Creation

Brand Strategy

Packaging Design

Copywriting

Brand Implementation

Naming

Motion Design

“Working with BRANDED, has been instrumental in our journey to identify and capitalize on a clear market opportunity. With CANDY CON, we're not just offering another gaming accessory, we're behaving like brand owners, delivering a distinctive and alternative brand experience. Our collaboration with BRANDED has empowered us to create a product that stands out in the market, driven by best-in-class product quality and a commitment to personalization and fun.”

Alex Jones

Director Private Brand at GameStop