The hit A&E show "Duck Dynasty" has recently released a mobile gaming application for iOS software called "Duck Dynasty: Battle of the Beards," where players are able to take on avatars of the Robertson family and participate in typical family activities, such as hunting, fishing, or working in the Duck Commander warehouse.
The game is being sold on the iTunes App Store for $.99 for iPhones, and $1.99 for iPads. Users of the game can take on a member of the Robertson clan as an avatar and partake in an array of typical Robertson activities, such as hunt for frogs, fish, shoot squirrels and ducks, package boxes full of duck calls at the Duck Commander warehouse, blow up beaver dams, help Willie dye his beard so he can still look young, or toss donuts, Uncle Si's favorite treat, into his mouth.
The game also allows players to progress from beardless "yuppie" avatars with Bluetooth sets to full-on rednecks sporting beards, bandanas and sunglasses.
The gaming website Kotaku describes the new "Duck Dynasty" mobile game as the "redneck version of WarioWare," a game developed by Nintendo that includes the character Wario participating in short and simple minigames to obtain a prize. The "Battle of the Beards" app was created by A&E in partnership with the Red Interactive Agency.
The new mobile app is the latest in a long line of merchandise produced by the "Duck Dynasty" brand to promote both the Robertson family and their highly successful reality show that broke the record as the most-watched nonfiction cable broadcast ever with its season four premiere earlier this year. The show takes the approach of a "wholesome" reality series by following the Robertson family in its hilarious day-to-day antics but not including family drama or inappropriate actions or language. The Robertson family, proprietor of the "Duck Commander" duck call business, resides in Monroe, Louisiana and dedicates their time to the outdoors and to God as devout evangelical Christians.
Along with this most recent mobile game, the "Duck Dynasty" brand has also produced books, bobble heads, apparel, home décor, cookbooks, bearded chia pets, coolers, hunting gear, air fresheners, fake beards, jewelry, cologne, marinades, party favors, and much more.
Kevin Meany, president and founder of South Carolina-based creative firm BFG, told Fox News earlier in October that the ubiquity of the family brand could result in "consumer fatigue."
"They have coffee mug, T-shirts, key chains–you name it," Meany said of the brand's immense presence in mass market retailers. "This just seems like a huge explosion of stuff. Consumer fatigue with this brand is a real risk."
Additionally, the Duck Dynasty crew has a Christmas album coming out just in time for the holidays entitled "Duck the Halls." The album will feature guest appearances by country music legends George Strait, Luke Bryan, Josh Turner and Alison Krauss.