"Hatchlings to be a licensing focus for us moving forward," says Rovio

The baby birds have already been a hit in short films, and soon proved to be a hot topic for Rovio at last month's Licensing Expo.
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Rovio is preparing to push its Hatchlings into the spotlight.

Having starred in a series of short animated films and a cameo in The Angry Birds Movie, the baby birds will be the centre of a licensing push by Rovio in 2017.

"The Hatchlings have taken off," Rovio's chief commercial officer, Alex Lambeek, told Licensing.biz. 

"Everyone I spoke to at the Licensing Expo was interested in the Hatchlings. They want more Hatchlings products. It has taken us partially by surprise and partially not. We thought the Hatchlings were cute but you never know. Some of the short Hatchlings clips went viral to a massive scale, more than we dared hope.

"Hatchlings will be a focus area for us next year and it also opens the Angry Birds brand up to the female market when it comes to licensing."

Elsewhere, Lambeek believes the successful licensing programme around The Angry Birds Movie as well as the global box office success of the film has proved any doubters wrong.

"We’ve silenced any sceptics who thought we could not successfully move Angry Birds from an app and into the storytelling business," added Lambeek.

"The sky is the limit for our future storytelling, whether via movies, short film animation, publishing, consumer products or theme parks."

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