In bolstering the retail presence of its Angry Birds brand Stateside, Finland-based Rovio Entertainment has tapped Evolution to serve as the property’s US licensing agent.

California-based Evolution will represent ongoing initiatives related to merchandising, promotions and retail opportunities. Currently, Rovio is producing new animated content, developing a sequel to its 2016 feature film The Angry Birds Movie and preparing for several game launches over the next two years. Earlier this year, Rovio opened a new studio in London with a focus on creating multiplayer online games and new IP beyond its flagship Angry Birds brand.

Looking forward to 2018, Evolution will also focus on new initiatives featuring the Hatchlings (pictured), the breakout characters from The Angry Birds Movie, which grossed nearly US$350 million at the global box office.

Additionally, Rovio has named Simo Hämäläinen as SVP of brand licensing. The appointment is the latest move in Rovio’s global strategy to strengthen its Angry Birds brand. Previously, Hämäläinen served as VP of marketing and promotions for the company.