Angry Birds plush sales expected to double

Licensee Commonwealth set to generate $400 million; says Angry Birds revived plush category.
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Sales of officially licensed Angry Birds plush toys are expected to grow by 100 per cent this year.

Licensee Commonwealth reckons it’s on track to sell $400 million worth of the toys this year – around double what it sold last year.

The New York-based company says Rovio’s popular download game brand helped revive the flagging plush sector in recent years.

“Plush was basically a dead category for the last few years,” said Commonwealth’s exec VP Lisa Shamus. 

The former licensing consultant added: “We needed a home run. We had to look for the non-obvious.”

After signing a deal with Rovio in November 2010, all the licensed toys sold out in a matter of hours.

“I jumped and screamed in my office,” Shamus added. “We popped a bottle of champagne. It is the most spectacular thing I’ve ever seen in licensing and I’ve been doing this for 20 years.”

Last year Rovio said around one third of its revenues came from licensing agreements and Angry Birds merchandise sales, reports The Wall Street Journal.

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