Rovio wins big at “OSCARS” of the Toy Industry


As “Property of the Year” and “Game of the Year”, Angry Birds demonstrates success as integrated entertainment media brand.

February 14, 2011Rovio Entertainment took home the gold at Toy of the Year Awards, winning “Property of the Year” for Angry Birds and “Game of the Year” for Mattel’s board game “Angry Birds: Knock on Wood.” Rovio is honored to have been selected for these prestigious awards, which confirm the success of Rovio’s transition to an integrated entertainment media brand. “Property of the Year”, which recognizes “a property that has had the greatest success spreading its brand throughout the industry”, has been given in the past to as Toy Story 3, Dora the Explorer, and Hannah Montana. To be listed in the same company as these global entertainment brands indicates how far Angry Birds has come from its beginnings as a mobile game.Rovio focuses on licensing deals with trusted partners that produce high-quality products, allowing users engage with the birds in a new way that deepens the gameplay experience. With Mattel’s “Angry Birds: Knock on Wood” scoring another big win, Rovio’s merchandising strategy has clearly paid off. “When we first started licensing Angry Birds products, it was revolutionary. No other mobile game is doing what we’re doing,” said Mikael Hed, CEO of Rovio. “But with great industry feedback like this, and other gaming companies emulating our merchandising strategy, it’s clear that we’ve been trailblazers in brand building.”

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