Angry Birds consumer products business takes wing globally
More than 300 licensees on board, with emphasis on high-quality merchandise, long-term partnerships and a strong regional offering
The consumer products licensing program for Angry Birds breaks through to the next level this month, as products in regions across the world start to hit shelves in the wake of the soaring debut of The Angry Birds Movie -- which has smashed into the box office at No. 1 in 44 markets and counting, including the United States and China, while earning more than 150 million USD so far around the world. The film was released in the U.S. and China on May 20.
Global consumer products partners include LEGO ®, whose six building sets inspired by The Angry Birds Movie are already in stores and getting great feedback from fans, and H&M, whose tailored line of kids clothing is flying in to H&M shops around the world. Both partners’ products feature BirdCodes in their designs, which unlock new augmented reality experiences and mini-games in Angry Birds Action!, the latest title in the Angry Birds mobile franchise and the first to take place in the universe established in The Angry Birds Movie.
Spin Master has also created a wide range of high-quality plush, figures and playsets based on movie characters and scenes, while in several territories, Hasbro has produced a collectable “birdified” edition of iconic board game Chutes and Ladders. Amscan likewise is bringing party supplies and children’s costumes to Angry Birds fans in many markets.
Altogether more than 300 licensees have signed up to the Angry Birds licensing program globally, with an emphasis on building a sustainable, long-term business together as well as a strong regional focus through the company’s network of local licensing agents.
Thinking globally, squawking locally
Regional highlights of the licensing program include, for example, children’s fashion in the United Kingdom from Aykroyds, Fashion UK and Smith & Brooks. Poetic Gem is also creating a UK line of apparel for adults, while for British readers Centum is releasing a full line of books and magazines that further explore the storyworld of The Angry Birds Movie.
Ravensburger puzzles have hit shelves across several countries in Europe. Other partners creating products for sale in several territories across Europe and beyond include French game company Moring Group, Danish home textile maker Björna, Spanish tableware company Stor, and Austria’s iconic candy dispenser originator PEZ International.
In South Korea, Japan and Greater China, licensees include the Korea-based Etude House, a leading cosmetics company at the forefront of the global K-Beauty trend. The company is is producing an eyebrow tint that playfully recalls the famously heavy-browed leader of the Angry Birds flock. Also in South Korea, leading convenience store chain CU is selling an array of specially branded food and beverage products while also being Rovio’s local BirdCode retail partner, allowing players of Angry Birds Action! to pop in to retail locations and scan free powerups.
In China, the world’s largest online retailer, Alibaba, has partnered with Rovio to sell exclusive licensed products in connection to The Angry Birds Movie. A range of top international and Chinese licensees on Alibaba working across all product categories include ONLY, VERO MODA, TRENDIANO, Unilever, Colgate, YeeHoO, Mercury, M&M's and Zhenzhenlaolao.
In India, in addition to highly visible promotional tie-ups with Mondelez India Foods and Pepsico India Holdings, kids apparel maker Purple Creations and footwear company Veekesy Footgear have teamed up with Rovio on these two leading product categories.
In Russia, home of some of Angry Birds’ most loyal longtime fans, iconic children’s retailer Detskiy Mir is providing a range of branded outdoor gear, while Crossway is making shoes for kids, Confitrade is producing sweets and Academia Group stationery.
In Angry Birds’ native Finland, beloved local confectioner Fazer and global design powerhouse Fiskars (owner of the Arabia tableware brand) lead a pack of top homegrown licensees that also includes Sabora Pharma (vitamins), Putinki (stationery) and Ilmapallokeskus (party goods).
“With the global launch of The Angry Birds Movie, an exciting roster of licensees in territories around the world is coming to market with a wide range of high-quality products that will help grow our brand value and bring delight to fans of all ages,” says Rovio Chief Commercial Officer Alex Lambeek. “With a focus on long-term partnerships and quality, our intention with all our licensees and other commercial partners is to build a long-lasting, sustainable business together around an evergreen brand.”
Notes to editors
More than 300 consumer product licensees for Angry Birds across all product categories
Global partners include LEGO, H&M and Spin Master
The full roster of North American licensees was announced earlier on May 11. (Link: here)
Joseph Knowles, Rovio PR Manager, +358 50 392 6317, firstname.lastname@example.org
Rovio Entertainment Ltd. is a global entertainment media company. Headquartered in Finland and with studios across the world, Rovio is the creator of Angry Birds™, the casual mobile game that changed an industry and became an international phenomenon. Today Angry Birds is not only the most downloaded game of all time, it is a renowned entertainment brand that has branched out into animation, licensing and more. The Angry Birds Movie is out now around the world. www.rovio.com