Games, plush toys and LEGO, oh my!


Angry Birds consumer products take wing globally

Did you love The Angry Birds Movie? Looking for some sweet merch? Fear not, as cool stuff in regions across the world is starting to hit shelves now in the wake of the soaring debut of the film -- which has smashed into the box office at No. 1 in 44 markets and counting, including the United States and China.

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.

Thinking globally, squawking locally

There’s also cool stuff especially tailored for local tastes and winging its way just to fans in specific markets. Regional highlights 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.

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 kids apparel maker Purple Creations and footwear company Veekesy Footgear have teamed up with Rovio to keep fans looking sharp in their favorite feathery gear. 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.”

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