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Consumer Products

Angry Birds bolsters licensing ahead of sequel

Rovio inks new licensees and refreshes ongoing partnerships in preparation for the release of The Angry Birds Movie 2.
September 26, 2018

Finland’s Rovio Entertainment, in association with licensing and management agency Evolution USA, has inked a raft of North American licensing deals leading up to the 2019 release of The Angry Birds Movie 2.

California-based toyco Maisto, a subsidiary of Hong Kong’s May Cheong Group, will develop pull-back toy cars, launcher sets, R/C vehicles and track sets. And Edukie, previously known as BanBao, is working on a range of construction toys. Both lines are expected to arrive at retailers in early 2019.

These new licensees in the play space join global master toy partner Jazwares, appointed earlier this month, as well as other recently inked partners including Party City (party goods), Bentex Group (swimwear), Brown Trout (calendars), Decopac (cake decorating), FAB (backpacks and lunch kits), Handcraft Manufacturing (apparel), Hybrid Promotions (apparel), Inkology (stationery), Komar Kids (sleepwear), Radz II (novelty candy dispensers), Ranir (hygiene), Surprise Drinks (flavored water), Toy Factory (plush) and Ziegenfelder Company (ice pops).

Despite a reported 17% decline in Q2 revenue, Rovio is ramping up its multi-year licensing roadmap for Angry Birds ahead of the film release and the 10-year anniversary of the original app (coming up in December 2019). The 2016 Angry Birds Movie (pictured) earned US$352.3 million at the box office worldwide.

Other flagship projects to bolster the brand include a new long-form animated TV show planned for 2020, live stage shows, live-action YouTube competition series, location-based entertainment installments like Angry Birds World in Qatar, and a mixed-reality game called Angry Birds FPS: First Person Slingshot.

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