Rovio Announces Lego Partnership for Angry Birds Film

By Tim Maytom

rovio angry birds carousel

Finnish mobile developer Rovio has announced a deal with Danish toymaker Lego to launch a line of building block sets based on the company’s Angry Birds game, as the game maker bets increasingly heavily on its upcoming film to revive its fortunes.

Rovio saw earnings drop 73 per cent in 2014 as Angry Birds licensing deals for toys, clothing and sweets ended, and the firm was forced to cut 110 jobs, around 14 per cent of its workforce, after profits slumped.

The deal with Lego will see toys produced to coincide with the premiere of the feature-length Angry Birds movie in spring 2016, which the company is hoping will boost interest in its core brand.

“The Lego brand has an unparalleled ability to connect with people through products that spark creativity and imagination,” said Pekka Rantala, CEO of Rovio. “We’re really excited to build experiences together with this amazing best-in-class partner.”

“We are excited to bring Angry Birds to life in Lego form, given the popularity of the game and its characters with fans of all ages, which will only be amplified by the forthcoming film,” said Jill Wilfert, vice president of licensing & entertainment at The Lego …read more

Source:: Mobile App News