Extends licensing agreement with Hasbro; other deals revealed.

VEGAS 2013: Rovio grows Angry Birds consumer products line

Rovio Entertainment, the creator of the successful Angry Birds app brand, has announced plans to grow its licensing business at the 2013 Licensing Expo in Las Vegas.

The company has announced an expanded licensing agreement for Hasbro to develop toys and physical games based on the brand. 

The new agreement makes Hasbro the premier toy licensee for Angry Birds, including the upcoming game Angry Birds Go! due this year. New toys and games are planned for autumn 2013.

Other new key licensees include Power A, which is developing a line of mobile and video game accessories, and Thermos, which will develop a line of hydration and storage containers.

Pez will be selling collectable candy dispensers, Natrol will be creating multivitamins for kids and families, and Gemmy Industries will add Angry Birds-themed airblown inflatables and Halloween costumes to its 2013 product lineup. 

Additionally, returning partners will include Amscan and Fifth Sun, Rovio’s premiere apparel partner, and Accessory Innovations, to name a few.

A full-length animated Angry Birds movie opening is also slated for launch on July 1st, 2016.

In addition, Rovio is planning to focus on female consumers with Stella, the pink bird, in 2014.

“We are thrilled to have these companies onboard with us. We are committed to developing great products for our fans with our dedicated partners, resulting in even deeper retail integrations,” said Naz Cuevas, SVP of Global Consumer Products Licensing at Rovio Entertainment.

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