Rovio Entertainment has appointed LA-based toyco The Loyal Subjects as its new master toy partner for the Angry Birds franchise. 

In a deal brokered by IMG Licensing, TLS will manufacture and distribute two new licensed toy lines to retailers worldwide in 2026, one for the core video games and a tie-in toy program for upcoming feature film The Angry Birds Movie 3. The toyco plans to unveil its full product range later this year, with initial SKUs including plush, collectibles and figures. 

Rovio has executed a similar strategy in the past, tapping Jazwares as Angry Birds’ master toy partner in 2018 to support the theatrical launch of The Angry Birds Movie 2 the following year. The brand has since expanded to encompass more than 2,000 licensed experiences worldwide, including motion-tracking arcade games (Immersive Gamebox), mini golf (American Dream Mall) and activity parks in Finland and Spain. 

TLS is best known for its BST AXN line of licensed action figures for Avatar: The Last Airbender and the Teenage Mutant Ninja Turtles. Last year also saw the toyco add several nostalgic licenses to its portfolio in deals with WildBrain CPLG (Strawberry Shortcake, Teletubbies and Carmen Sandiego) and Hasbro (Rom the Spaceknight, Jem and The Holograms, M.A.S.K. and My Pet Monster).