'Angry Birds' Franchise Adds Publishing

Rovio Entertainment, the parent company of “Angry Birds,” has announced that it will be expanding its global licensing agreement with IMG. Moving forward, IMG will be the exclusive publishing agent for the popular mobile game. 

This licensing agreement is the first time “Angry Birds” consumer products, location-based entertainment and publishing rights will be unified under one global agency.  “We are excited to expand our partnership with IMG to include ‘Angry Birds’ publishing rights,” says Hanna Valkeapää-Nokkala, head, brand licensing, Rovio Entertainment. “During the last few years, we have built a great relationship with the agency and with them having an in-depth understanding of the brand and our vision, it comes as a natural step for IMG to also represent publishing for ‘Angry Birds.’ Furthermore, with more than 25 offices around the world, we are confident that IMG is the perfect partner to help drive the global expansion and growth of our publishing program.” 

The franchise’s current publishing program includes regional deals with Penguin Children’s Puffin and Nordic publishing house Storytel. IMG will be looking to grow the franchise through new global and regional deals for books, comic books, audiobooks and activity books featuring the brand’s characters.

 In Rovio and IMG’s effort to expand the “Angry Birds” overall footprint, the companies will also work together to develop more location-based experiences in preparation for “Angry Birds’” 15th anniversary in 2024. 

 The two companies have already made some headway on these efforts. Last year, Immersive Gamebox launched an immersive, life-size Angry Birds gaming experience in more than 20 locations across the U.S., U.K., UAE and Germany. Sabian Capital Group opened an Angry Birds themed café and retail store in New York City in November. 

“Ever since we joined forces in 2020, ‘Angry Birds’ has been one of our most exciting partners and we’re delighted to have helped them build a robust and diverse licensing program that reflects the game’s playful DNA,” says Adam Steel, senior licensing director, IMG. “We look forward to utilizing our global network and expertise to deliver a range of creative and engaging publishing products and experiences for this incredible brand and its fans.”