Angry Birds toys take flight
LEGO, Spin Master, Hasbro and Amscan bring the feather-flinging app property to the toybox
Red, Chuck, Bomb and the rest of the Angry Birds flock are coming out to play with new toys tied to The Angry Birds Movie, the animated 3D comedy opening in cinemas this May.
Based on the massively popular mobile game that has been downloaded more than 3 billion times since 2009, the long awaited movie has inspired licensees to forge new long-term partnerships with Rovio.
Toy licensees include LEGO, which is releasing a line of six construction sets in April, and Spin Master, which has developed a range of action figures, vehicles and playsets that will see feathers fly in stores this spring. Other licensees on board include Hasbro for games and leading party goods designer Amscan. Commonwealth Toy & Novelty is producing plush for the United States, while Spin Master is Rovio’s plush partner for the rest of the world.
“More than 300 licensees globally across all product categories have joined us to help tell the Angry Birds story,” said Alex Lambeek, Rovio’s Chief Commercial Officer and leader of the company’s consumer product business. “Together with our partners we can bring the Angry Birds story-world to life in our fans’ imaginations, in a spirit of play and mischief. That is how we will win together and build a sustainable business around an evergreen brand.”
The book publishing program for The Angry Birds Movie has also taken flight with HarperCollins developing an extensive program of book tie-ins in the United States and Centum Books creating a program for readers in Great Britain, Australia and New Zealand as well as the United States. IDW is publishing comics set in the movie universe in English globally, while National Geographic is also on board. Roughly 20 language regions altogether are represented in the versatile book program.