Rovio Entertainment’s “Angry Birds” is celebrating a decade in the app store with its Bring the Anger campaign, focused on turning anger into something positive.

Last month, the Bring the Anger anniversary celebrations kicked off with a fleet of anger-powered scooters called Rage Riders that were deployed to content creators around the world. After that, the campaign rolled on with an event in New York’s Times Square featuring a vending machine that only accepts anger as payment dubbed “The Venting Machine.” With the help of WWE superstar Big Show, passersby were able to deposit their rage into the machine and earn prizes in the process.

“‘Angry Birds’ has grown into a phenomenon that has reached beyond anyone’s expectations,” says Kati Levoranta, chief executive officer, Rovio. “The Bring the Anger campaign is the perfect extension of the commitment to good causes that ‘Angry Birds’ has shown over the years. Not only as an example of the birds’ good works, but an example that the players are truly the ones responsible for the Angry Birds’ success. It is the fans that have gotten ‘Angry Birds’ to this point, and we will spend the next years continuing to create the kinds of amazing game and entertainment experiences fans have come to expect.”

The campaign’s supporting influencers have been driving their fans to support the event through both The Venting Machine and a charitable gameplay feature launched by Rovio and UNICEF Finland. Through its “Angry Birds 2” mobile game, the #BringTheAnger in-game event encourages players to play in order to help contribute toward a $100k donation to UNICEF’s Education in Emergencies fund, which supports education for children in conflict zones and other emergencies across the globe. Players do not need to donate money in-game to participate – all they have to do is play.

In other “Angry Birds” birthday news, partner announcements dropping today include the official release of the K-Swiss x “Angry Birds” limited-edition footwear, with two colorways inspired by the game’s characters.