02-03 ROVIO AB (Intro) 2pgs.qxp_NEW LSB 2008 GRID 16/04/2019 16:31 Page 2
INTRODUCTION
“Plush has always been a major driver for the Angry Birds brand, but as a property which has huge appeal across all demographics, it sees very strong sales right across the spectrum of licensing with apparel always a major success at retail.” Of course, 2019 also marks a decade of Angry Birds and Bulldog Licensing is working with partners to develop anniversary-specific products. “The collectables market is the real winner here,” Rob points out. “Our figurines partner, Silver Fox, has some exciting new product launches planned to coincide with the ten-year celebrations.” 2019, explains Rob, is all about maximising the opportunity for retailers around Angry Birds, while building a strong foundation for continued sales through 2020, benefitting from the launch of the brand’s first foray into long-form animation. “With a huge fanbase for the Angry Birds shorts, the new TV series is set to make a huge impact on the small screen and provides both licensees and retailers with the stability needed to ensure Angry Birds is a big hit on merchandise year-round,” Rob concludes.
The secret to success So what does Rob think is the secret to Angry Birds’ longevity and enduring appeal? “The gameplay is innovative and the characters have continually evolved over the years,” he says. “New game releases have continued to refresh the concept for new audiences with Angry Birds 2 appealing to all-comers, while Angry Birds Match is predominantly played by a young adult female audience and Evolution by young adult males. “The TV shows are hugely popular with billions of views and, of course, the movies reach a huge audience and appeal to the whole family.” The design work behind the brand is also incredibly adaptable, Rob believes, all the way from the cute with Hatchlings through to the topical, wacky and irreverent across the range of the franchise. “Angry Birds is always fashionable and is constantly reinventing itself to keep the fan base entertained and involved,” he adds.
03