Angry Birds Adds to the Flock

True to the franchise's roots, the program kicked off in April with a free-to-play digital arcade game, "Angry Birds Action!," a mobile title that the company calls "a whole new kind of 360 entertainment experience." Enhancing the game in the real world are BirdCodes, rewards that are printed on products and packaging from partners such as LEGO, Pez and H&M that earn users in-game features such as new content, power-ups and more.

"We're taking advantage of the huge fan base for the 'Angry Birds' gaming franchise with the launch of the movie-based game, 'Angry Birds Action!,' which came out in April," says Darren Kyman, head of retail and

Rounding out the program is a more traditional consumer product program that spans a wide range of categories, from toys and games to homewares, apparel and party goods.

"Our licensing partners recognized immediately the significant consumer appeal of this highly anticipated film," says Kyman. "We made sure that the merchandise provides consumers many cool, new ways to engage with their favorite feathered friends and bring the

Angry Birds

story world to life."

Leading the flock in North America is LEGO with its collection of six building sets based on the film. Licensee Spin Master has also been tapped for a range of collectible figures, play sets and games that Kyman says is "non-traditional and more action-based, integrating the movie storyline, but also staying true to the game play" aspect of the umbrella brand; while retail partner H&M has joined the product program and created an exclusive line of children's apparel.

Hasbro has signed on for a

The Angry Birds Movie

-branded Chutes and Ladders game, Commonwealth for plush, World Tech Toys for drones, SCS Direct for outdoor play products and Kid Designs for electronic accessories. Hybrid and Freeze have created t-shirts and hooded sweatshirts, Accessory Innovations released backpacks and lunchboxes, World Trade Jewelers produced craft jewelry and The Moret Group is making branded socks. Other apparel licensees include Handcraft (children's underwear) and Komar Kids (pajamas and robes).

For publishing, HarperCollins is the master partner in the category and has been tapped for print books, while National Geographic, Centum and Sellers Publishing are also taking part in the consumer product program.

Rubie's Costume Co. is on board for film-based costumes for kids and adults; Inkology has dropped pencils, plush pens, notebooks and binders; and Dr. Fresh created branded toothbrushes and mouthwash.

Additional licensees taking part in the film push include SunStaches, Bulls I Toy, Jay Franco, Painting Lulu, Kurt S. Adler, Thermos, York Wallcoverings, Radz, Primary Colors, Decopac, Yowie and many more.

According to Kyman, the film offers Rovio's latest crop of licensees more diverse assets than ever before.

"What's different about this program for us is that we had a classic program that was based after the characters in the mobile game–for example there were no feet or wings," says Kyman. "But with the movie and the CGI-animated look, we're able to bring the characters to life like never before by really giving them a personality."