Angry Birds Reaches New Heights

Rovio is swiftly evolving into a global entertainment company on the wings of its Angry Birds property.

April 6, 2018

Angry Birds Reaches New Heights

The company launched a new Angry Birds game, "Angry Birds Stella" in September, which features a cast of new female characters and game play that will challenge "even the most hardened fans," according to Randi Spieker, the company's vice president of consumer products licensing in North America.

Then in the fourth quarter Rovio and its long-time toy partner Hasbro will release the mash-up game "Angry Birds Transformers" alongside a full line of merchandise including Telepods interactive figures.

But that's not all. Rovio is aggressively moving into the content arena as well. The new Stella brand will get its own series on Rovio's in-game TV channel ToonsTV next year, and in 2016 Angry Birds will fly onto the big screen with a theatrical film that will be supported by a

$150 million marketing campaign.

"Rovio is building something for 100 years not 100 days," says Spieker. "As we evolve into a global entertainment company, we are committed to building, evolving and shaping this brand into something that's never been done before, marrying tech with entertainment. We're continually looking for creative ways to combine the digital and physical worlds, disrupting the boundaries of traditional ways of doing business."

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