At the same time, the ZeptoLab team wanted to introduce new characters without sacrificing Om Nom's brand recognition.

WSJ: Costs Mount for Mobile-Game Launches

Those discussions helped inspire new merchandise featuring Om Nom as he appears in various period of history built into the game.

WSJ: Costs Mount for Mobile-Game Launches

In March, Burger King kicked off its "Cut the Rope: Time Travel" promotion, delivering a toy Om Nom in 17 million kids' meals.

WSJ: Costs Mount for Mobile-Game Launches

ZeptoLab began preparing for the next phase of the launch around October, when several of its developers started building an online version of the new game for the Burger King campaign, in which the fast-food chain would give away Om Nom toy with its kids' meals, along with a code allowing the user to play an online version of the game.

WSJ: Costs Mount for Mobile-Game Launches