The new app, which is being referred to as “Project Magic” will invite players into a new world, in which they can interact with new branded content experiences including a journey to Bird Island, home of the Angry Birds, where they can explore AR locations and events.

“‘Project Magic’ represents a major licensing milestone for Rovio’s brand licensing unit, as our vision of being able to add digital overlay to licensed products is now reality,” says Simo Hämäläinen, senior vice president, brand licensing, Rovio Entertainment. “We’ve been working diligently alongside our long-time AR partner Zappar to create a cool, always on digital brand licensing ecosystem that not only adds value to consumers, but also helps to bridge the physical and digital worlds of 'Angry Birds.' Licensing partners will have an incredible opportunity to create exceptional branded content experiences across our physical and digital touchpoints, and our consumers will be able to immerse themselves even further in the wonderful world of the ‘Angry Birds.’”

“Project Magic” is set to roll out in 2019. Rovio will exhibit products at Brand Licensing Europe at stand F10.