Rovio Entertainment believes the upcoming release of the Angry Birds movie will establish the franchise as the first evergreen mobile gaming brand in history.
The firm believes that with the first Angry Birds Movie landing in May 2016, it is in for a blockbuster BLE this year.
Visitors to the shot hi week will be updated on The Angry Birds Movie, the first full-length film from the franchise. By retaining creative control and utlising the global marketing and distribution skills of Sony Pictures Entertainment, Rovio believes it is on track to ‘deliver a hit feature.’
The Angry Birds Movie marks a leap forwards for the company whose key ambition is to become an all-encompassing entertainment studio.
“The film will certainly appeal to loyal Angry Birds fans but that appeal isn’t limited, it’s so much broader than that,” said Joe Lawson, vice president and programme lead for The Angry Birds Movie.
“Our goal is to surprise everyone. Surprise our fans, surprise the naysayers, surprise those who don’t know what to expect from an Angry Birds movie’ and become the unexpected surprise comedy of Summer 2016.”
LEGO and Spin Master are already on board as toy partners for movie-inspired lines while SwimOutlet.com has launched an exclusive line of Angry Birds swim gear and accessories.
Painting Lulu, the tech toy company that allows kids to draw, colour and play between digital and paper, has also signed a multi-year licensing agreement with Rovio to produce Angry Birds colouring sets.
Meanwhile, Angry Birds 2 has already achieved over 50 million downloads, having only launched this July, adding to the three billion total downloads of Angry Birds mobile games.
The achievement is expected to bolster the 90 per cent consumer brand awareness that the franchise has achieved in five years.
Rovio Entertainment is also expanding into Asia and will be unveiling a number of new appointments at BLE that will see it partner with local licensing experts.