Candy brand plans slate of digital games including a crossover with 'Angry Birds'

Pez, the iconic cult brand from Austria, will step into the digital age this year with "Pez Play."

The new Pez Play initiative will turn classic Pez products into an interactive experience through mobile games for both children and adults. The free games will be available for download using a code that can be found on Pez products.

Additionally, in an exclusive partnership with Rovio, the first "Pez Play" game to be released will feature “Angry Birds” in a “Pez Angry Birds” mini game. To access the game, consumers will need to obtain the “bird code” from any Pez Angry Birds dispenser starting this spring.

In the second half of the year, "Pez Play" will release its second app game, “Bricks Breaking” alongside additional free games for buyers of the classic Pez candies.

“By launching 'Pez Play,' Pez has again proven how the brand remains contemporary,” says Gabriele Hofinger, marketing director, Pez. “The digital games have updated the cult brand for today, enhancing its appeal by linking one generation to the next.”

"Pez Play" will be unveiled at the Cologne International Sweets and Biscuits Fair, opening this Sunday.