New line of combat sports and lifestyle products is based on Angry Birds IP.

License Global

September 8, 2022

2 Min Read
The “Angry Birds” x Venum collaboration.
The “Angry Birds” x Venum collaboration.Venum

Venum, a manufacturer of combat sports equipment and apparel, has announced its collaboration with Rovio Entertainment, creator of the “Angry Birds” mobile game. The collaboration, facilitated by Angry Birds’ global licensing agency, IMG, introduces an exclusive line of combat sports and lifestyle products based on the Angry Birds IP.  

The collection, which includes boxing gloves, bear paws, reflex bags and more, features characters from the Angry Birds universe including "Red," "Chuck" and "Bomb," as well as the green pigs. 

"This partnership may seem quite different from Venum’s usual partnerships at first glance, but it fits perfectly into the brand's partnership strategy,” says Franck Dupuis, founder and chief executive officer, Venum. “We want to open up to a new target group and at the same time create partnerships that make sense for the brand in terms of values. Beyond promoting performance, Venum has always had the ambition to democratize combat sports to as many people as possible and this collaboration with ‘Angry Birds,’ the most famous mobile game in the world, makes more sense than ever in this perspective.”  

“The Angry Birds brand has always been rooted in activity and movement, which is why this partnership with Venum is such a natural fit,” says Katri Chacona, director, brand licensing, Rovio. “While the birds and pigs certainly have fun at each other’s expense, in the real world we need to find more productive and positive ways to release our energy and emotions. This fantastic collaboration with Venum is all about encouraging kids to get moving and use their energy in a fun and safe way.” 

Related:Kilburn Live Announces 'Angry Birds' Interactive Live Show

In addition to the physical products, Venum and Rovio Entertainment have brought a phygital aspect to the collaboration by developing an augmented reality experience that is accessible to all buyers of “Angry Birds” x Venum products when they scan a QR code on the product packaging. The partnership will also be celebrated in the “Angry Birds 2” mobile game, with an event targeting parents who are encouraged to get active with their children. The event will run for two weeks in September in the key markets where the collection is available: U.S., France, U.K., Germany and UAE. 

Discover more about Venum’s exclusive Angry Birds collection on Venum.com. 

IMG is exhibiting at Brand Licensing Europe. Find out more info here.

About the Author(s)

License Global

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