Rovio Adds Flock of ‘Angry Birds’ Partners

Rovio Entertainment has announced a flock of new anchor partnerships that will bolster the "Angry Birds" North American licensing program ahead of the Angry Birds movie in May 2016. 

Spin Master joins games partner Hasbro and newly announced licensee LEGO in the toy category taking the rights for figures, environments, remote control and action games, while Commonwealth Toy and Novelty Company extends its successful relationship with Rovio by adding new plush lines for the brand.

New apparel partners Hybrid and Freeze will lead retail with on-trend fashion collections that will harness the pop culture appeal of the "Angry Birds" brand among men, women and children. 

Sleepwear company Komar is on board for pajamas and loungewear. Children will have access to a new collection of backpacks, bags, lunch kits, luggage, headwear and cold weather accessories from Accessory Innovations.

In the personal care category Dr. Fresh will be launching a variety of new "Angry Birds" products designed to encourage dental hygiene. Hero items from the range include the Firefly Angry Birds Mouth Rinse that features a fun pump modeled on the character’s head.

“We look to build our brands with longevity by developing licensing strategies that prioritize quality and innovation and by working with leading partners that reflect our vision, dynamism and ambition,” says Randi Spieker, vice president, consumer products, licensing and retail for North America, Rovio. “The forthcoming release of the Angry Birds movie is a seminal moment in our company’s history and we look forward to working with our new partners to build compelling consumer products programs in the movie window and far beyond.”