Consumer Products

Italian Angry Birds licensing program takes flight

Indie agency Maurizio Distefano Licensing has signed its first flock of licensees for Angry Birds in Italy.
January 6, 2016

Indie agency Maurizio Distefano Licensing has signed its first flock of licensees for Angry Birds in Italy.

Ahead of the May big-screen debut for the popular app-based gaming franchise from Finland’s Rovio Entertainment, the Italian licensing agent has inked deals with Accademia (back-to-school, handbags, wallets, picture frames, greeting cards, diaries), WorldCart (handkerchiefs, napkins, paper goods), Perletti  (umbrellas, raincoats, boots), Multiprint (wood/rubber toy stamps), Modecor (chocolate/sugar decorations, lollipops, soft drinks), Preziosi Food (snacks, chocolate eggs, Easter eggs), Grani & Partners (erasers, metal tags, keychains) and Pengo (ceramic/glass mugs, plates, cups).

More partners are expected to come on-board shortly for categories such as toys, games, confectionery, apparel, plush, backpacks and dress-up.

Angry Birds products target a core demo of kids four and up, but are also expected to gain traction with a large secondary market of young adults and gift buyers.

At its peak the Angry Birds brand was raking in yearly CP revenues of more than US$200 million across a wide range of product categories. Revenues and licensing sales have dropped off since, and this past summer Rovio cut 260 jobs.

Rovio is banking on The Angry Birds Movie‘s star-studded cast, including Jason Sudeikis (We’re the Millers), Josh Gad (Frozen) and Peter Dinklage (Game of Thrones), to attract movie-goers and breathe new life into the franchise, which boasts more than 2.8 million downloads across all platforms.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at


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