The licensed toy and accessories specialist, Sambro has joined the growing roster of licensing partners for Angry Birds. The deal has been struck just months ahead of the cinematic launch of The Angry Birds Movie 2.
Under the agreement, Sambro will develop and launch a range of Angry Birds themed puzzle erasers, a line the firm has found previous success with via the likes of the Despicable Me brand.
Angry Birds first took flight as a mobile game series, but quickly grew into a global franchise across a flurry of gaming titles, consumer products and the blockbuster Angry Birds Movie that hit screens back in 2016. Angry Birds is one of the most popular mobile game series of all time, with over 4 billion downloads since the launch of the original game in 2009.
2016’s The Angry Birds Movie – a major box office hit – boosted the brand’s profile even further and introduced the Hatchlings, now the stars of their own YouTube animation series – The Angry Birds Blues. The Angry Birds Movie 2 is due to premiere later this year, supported by an enormous marketing and promotional campaign.
Joining Sambro in the new signings, secured by Angry Birds’ UK licensing agent, Bulldog Licensing, is Smith & Brooks for apparel and accessories.
They both partners join a well-established UK programme, which includes licensees such as Silver Fox Collectibles, Whitehouse Leisure, Poetic Brands, Gemma International and Winning Moves. Global toy partners for the brand include Jazwares, Edukie and Maisto.
“Angry Birds is one of those rare brands, originating from the apps world and going on to become a household name across a variety of media,” said Bulldog Group managing director, Rob Corney. “It’s now instantly recognisable and licensees across a wide range of sectors want to be involved. With hype surrounding the new film already building, I’m sure we’ll be announcing on more deals very soon.”