Extends licensing agreement with Rovio; other deals announced.

Hasbro becomes “premier” toy licensee for Angry Birds

Angry Birds brand owner Rovio Entertainment has expanded its licensing agreement with Hasbro, which will develop new toys and physical games based on the huge app brand.

The new agreement makes Hasbro the "premier" toy licensee for Angry Birds, including the upcoming game Angry Birds Go! which is set to be released this year.

In addition, Hasbro will continue to develop and expand its successful collaboration with Angry Birds Star Wars from Rovio Entertainment and LucasFilm. New Go! and Star Wars toys and games are scheduled to hit shelves this autumn.

“We are delighted to have Hasbro on board as a key licensee,” said Teemu Suila, COO at Rovio Entertainment.

Naz Cuevas, SVP of Global Consumer Products Licensing at Rovio, added: “We have exciting projects lined up for 2013 and beyond, and Hasbro is the ideal preferred licensee to anchor the programme, expand our retail reach and delight our fans.”

The original Angry Birds mobile game was launched in 2009 and remains the number one paid app of all time. A full-length animated Angry Birds movie opening is also slated for launch on July 1st, 2016.

“Angry Birds is one of the most recognizable entertainment franchises in the world and we’re thrilled Rovio has chosen Hasbro as its premier toy and game licensee,” said John Frascotti, Chief Marketing Officer at Hasbro. “With the new Angry Birds Go! property and additional upcoming collaborations between the companies, Hasbro looks forward to delivering more innovative Angry Birds toys and games to kids and families across the globe.”

The news comes as part of a string of other Rovio licensing announcements – read more on Licensing.biz.

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