HI-CHEW Returns to Fortnite to Bring Bigger Games and Sweeter Rewards to Players

HI-CHEW is upping the sugar rush in Fortnite.

The candy brand is back for its third year inside the platform, dropping five mini-games, unlockable rewards, and even creator-built maps in a campaign powered by Super League and Carmichael Lynch.

Players can now enter the Chewbie-Dome on Fortnite’s Minigame Box PVP Island to take on HI-CHEW Climbers, Chewlet Grabbers, and Block Drop, alongside two reimagined classics: Chewbie Says Go! and HI-CHEW Pillars.

“Our Fortnite integrations continue to open new doors for fan connection,” said Teruhiro Kawabe, Chief Representative for the USA and President, CEO of Morinaga America, Inc.

“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.”

HI-CHEW first joined Fortnite in 2023 with a limited-time tropical-themed map and mascot-led challenges that introduced Chewbie to the gaming world.

The debut collab proved popular among younger players, leading to its now annual in-game comeback.

This year’s update also brings a quest system that rewards players for completing challenges or finding hidden collectibles, allowing them to showcase their love for the candy in-game.

Creator Competition and Extended Play

To make the return even more interactive, HI-CHEW launched a Fortnite creator competition, inviting top community builders to pitch their ultimate candy-themed maps.

Fortnite creators Birdo, Dagwummy, and ChitaZ judged the competition, and three winners received funding and development support.

Notably, their maps are also set to go live this August for indefinite play.

HI-CHEW's efforts mark a first for brands in hosting Creator Competitions in Fortnite.

Matt Edelman, CEO and President of Super League, called the initiative “perfectly designed to drive deep engagement and spark cultural moments.”

"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," he added.

Beyond the island, the brand also introduced an Unlockable site where fans can complete in-game and social media challenges over 16 weeks to earn points toward digital items or physical prizes like merch, candy, and discounts.

Our Take: Is HI-CHEW Leveling Up Brand Play?

Integrating a candy brand into a game loved by kids is a no-brainer.

HI-CHEW pounced on this opportunity, meeting players inside their favorite platform while giving them something new to play, collect, and share.

I think this is where gamified marketing really works.

The creator competition is especially smart because it taps into the community’s creativity, ensuring the content feels native to the platform.

Plus, the competition of in-game and real-world rewards creates a loop that keeps players engaged well beyond launch. 

Previously, car insurance brand The General teamed up with Energy BBDO to woo the Gen Z audience and bring awareness to safe driving practices.