HI-CHEW® RETURNS TO FORTNITE WITH A FLAVORFUL LINEUP OF MINI-GAMES, EXCLUSIVE REWARDS, AND FAN-CREATED CONTENT
The candy brand's highly anticipated return to Fortnite invites players to unlock exclusive in-game HI-CHEW® items and take on five branded mini-games for a limited time
IRVINE, Calif., Aug. 12, 2025 /PRNewswire/ -- HI-CHEW®, the immensely fruity, intensely chewy candy, is back in Fortnite Creative Islands by Epic Games for the third consecutive year of bold flavors and playful competition. Powered by Super League (NASDAQ:SLE), a leader in engaging audiences through playable media, content, and experiences within mobile games and the world's largest immersive platforms, this limited-time in-game experience brings the HI-CHEW® universe to life like never before, complete with vibrant visuals, exclusive rewards, and the return of fan-favorite mascot Chewbie.
Available through September 14, players can enter the Chewbie-Dome, a candy-colored hub located on Fortnite's Minigame Box PVP Island, to experience three custom HI-CHEW® branded mini-games: HI-CHEW® Climbers, HI-CHEW® Chewlet Grabbers, and HI-CHEW® Block Drop. Guided by Chewbie, these action-packed, flavorful experiences take players through exciting challenges to collect HI-CHEW® Coins and earn exclusive in-game items along the way.
- HI-CHEW® Climbers: Dash up a towering ramp while dodging fruity HI-CHEW® obstacles. In this custom minigame, players race against the clock to reach the top, dodging a variety of HI-CHEW® branded obstacles along the way before the time runs out.
- HI-CHEW® Chewlet Grabbers: Step into a vibrant, candy factory-inspired arena and collect as many Chewlets as you can by the end of the timer. Compete in this fast-paced challenge and see who comes out on top with the sweetest haul.
- HI-CHEW® Block Drop: Enter the arena with the roof wide open as objects begin to fall fast and furious. Only the quickest player will survive. Dodge your way to victory in this chaotic survival challenge!
Additionally, HI-CHEW® is taking over two classic minigames with Chewbie Says Go! - a playful twist on Red Light, Green Light - where the Chewbie's "chewlish" language will signal players when to stop and go - and HI-CHEW® Pillars - branded floating platforms where players battle to be the last one standing - sparking endless excitement for gamers of all kinds.
This year also introduces a game-wide quest designed to reward and incentivize players as they engage in each of the HI-CHEW® experiences. Unique collectible items are available to unlock through pickups on the map, by completing challenges, or by discovering special containers scattered around the virtual world. These collectable elements add a unique and fun touch to Fortnite gameplay, allowing fans to showcase their love for HI-CHEW® in-game.
Adding to the excitement and fan engagement, HI-CHEW® recently launched a creator competition within the Fortnite community, inviting top map creators to design their ultimate HI-CHEW® x Fortnite experience. Judged by popular creators and influencers 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. This initiative marks a groundbreaking step in brand integration, making HI-CHEW® the first brand to lead a Creator Competition within Fortnite.
"Our Fortnite integrations continue to open new doors for fan connection. We are thrilled to work with the Super League team once again to bring HI-CHEW® to our growing fanbase in the gaming community," said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. "HI-CHEW® is all about creating shareable, joyful moments and this year's in-game experience demonstrates that same spirit. 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."
This collaboration, brought together with HI-CHEW's media agency Carmichael Lynch, encourages creators, influencers, and players to interact with HI-CHEW® in fun, immersive ways that celebrate the brand's vibrant personality and create memorable, authentic moments in the gaming world. Built on HI-CHEW's passion for bringing joy and flavor to every occasion, the partnership with Super League positions HI-CHEW® to leave a lasting, chewy impact on the Fortnite community.
"HI-CHEW® continues to raise the bar for how brands show up in games. 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. We're proud to be the partner helping HI-CHEW® lead the way in the evolution of playable media," added Matt Edelman, CEO & President, Super League.
Moreover, as part of this campaign, HI-CHEW® launched an Unlockable site where participants can complete up to 12 in-game and social media challenges over a 16-week period to earn Unlockable Points. These points can be redeemed for entries into a raffle offering both digital rewards and exclusive physical prizes such as limited-edition merch, free candy, discount codes, and more!
To learn more about HI-CHEW® and to see where you can purchase your favorite products, please visit us online at HI-CHEW.com, like us on Facebook, and follow us on Instagram (@HICHEWUSA) and TikTok (@HICHEWUSA).
*This is an independently created Fortnite experience and is not sponsored, endorsed, or administered by Epic Games, Inc.
About Morinaga America, Inc.:
Established in 2008, Morinaga America, Inc. is the official distributor of HI-CHEW®, HI-SOFT™, and Chargel™ in the United States. Morinaga America, Inc. (marketing and sales) and Morinaga America Foods, Inc. (manufacturing) are wholly-owned subsidiaries of Morinaga & Co., Ltd., which began in 1899 as the first, modern candy maker and producer of chocolates in Japan. In 2015, Morinaga America, Inc. opened its first United States manufacturing facility in North Carolina. With over 300 flavors of HI-CHEW® having debuted in Japan, Morinaga America, Inc. has introduced the United States market to the best of Japanese confectionery.
About HI-CHEW®:
Choose Different. Choose Fun. Chew HI-CHEW®. The history of Morinaga stretches back over a century when company founder Taichiro Morinaga brought his candy-making skills to Japan from America in the 1800s. HI-CHEW® has long been the best-selling soft candy in Japan and continues to see year-over-year growth throughout other parts of Asia and in the United States. In the United States, HI-CHEW® is currently offered in sticks, peg bags, and stand-up pouches. The HI-CHEW® sticks come in a variety of flavors including Strawberry, Green Apple, Mango, Grape, Banana, Kiwi, Açaí, Sweet & Sour Watermelon, and new Blue Raspberry. HI-CHEW® also offers peg bags in the following flavors: Original Mix, Tropical Mix, Superfruit Mix, Sweet & Sour Mix, Soda Pop Mix, Berry Mix, Plus Fruit, Fantasy Mix, Reduced Sugar, Dessert Mix, and new Getaway Mix. The Stand-Up Pouches are available in Original Mix, Tropical Mix, Sweet and Sour Mix, Fruit Combos, Infrusions Orchard Mix, Dessert Mix, and new Getaway Mix. HI-CHEW® Bites are unwrapped in bite-size packaging in Mango, Green Apple, and Strawberry flavors. HI-CHEW® Gummies and HI-CHEW® Gummies Sour reimagine the brand's iconic chewlets in a new gummy form. HI-CHEW® is made with concentrated fruit juices and is free of gluten, with no colors from synthetic sources. HI-CHEW® continues to expand fruity, chewy flavor offerings annually. In 2020, HI-CHEW® won a Nielsen Design Impact Award for its new Original Mix packaging update that hit shelves in 2019. For more information, visit HI-CHEW.com.
About Super League:
Super League (NASDAQ:SLE) is redefining how brands connect with consumers through the power of playable media. Super League provides global brands with ads, content, and experiences that are not only seen - they're played, felt, and remembered, within mobile games and on the world's largest immersive gaming platforms. Powered by proprietary technology, an award-winning development studio, and a vast network of native creators, Super League is a one-of-a-kind partner for brands looking to stand out in culture, spark loyalty, and drive meaningful impact. In a world where attention is earned, Super League makes brands relevant by making them playable. For more information, visit superleague.com.
About Carmichael Lynch:
As a fully integrated creative agency, Carmichael Lynch offers a collaborative, holistic approach to marketing, leveraging paid, earned and owned media, and creative strategies. The agency's work has been heralded by international award shows and its company culture and diversity and inclusion initiatives have won a multitude of honors. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE:IPG), New York. For more information, visit www.carmichaellynch.com.
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