Hasbro will be developing toys and physical games based on the globally popular Angry Birds brand as part of its expanded licensing agreement with Rovio Entertainment.
Hasbro will develop the upcoming game Angry Birds Go!, scheduled to release this year, and will continue to develop and expand the collaboration with Angry Birds Star Wars from Rovio Entertainment and LucasFilm.
“We have exciting projects lined up for 2013 and beyond, and Hasbro is the ideal preferred licensee to anchor the program, expand our retail reach and delight our fans,” said Naz Cuevas, SVP, global consumer products licensing.
The original Angry Birds mobile game launched in 2009 and remains the number one paid app of all time. Angry Birds has expanded rapidly into consumer products, publishing and animation. In March Rovio released Angry Birds Toons, a weekly animated cartoon series distributed through Angry Birds games, TV broadcasters and on-demand networks. A full-length animated Angry Birds movie opening is also slated for July 1, 2016.
“Angry Birds is one of the most recognizable entertainment franchises in the world and we’re thrilled Rovio has chosen Hasbro as its premier toy and game licensee,” said John Frascotti, CMO, Hasbro. “With the new Angry Birds Go! property and additional upcoming collaborations between the companies, Hasbro looks forward to delivering more innovative Angry Birds toys and games to kids and families across the globe.”
The terms of the agreement give Hasbro licensing rights worldwide. New toys and games are planned for fall based on the upcoming Angry Birds Go! property and Angry Birds Star Wars. More details will be released later in the year.
The expanded license aligns itself with Hasbro’s aggressive plans for global growth. The company is heading to the 2013 International Licensing Expo in Las Vegas June 18 to showcase global franchise brands Transformers, Nerf, My Little Pony, Littlest Pet Shop, Play-Doh, Magic: The Gathering and Monopoly.