Jazwares details Angry Birds toy line as Rovio sees Q1 financials lift off

Jazwares has detailed its new Angry Birds toy line, scheduled to hit shelves this July, three months ahead of the cinematic release of The Angry Birds Movie 2.

This new toy line follows Jazwares’ appointment as global master toy partner for Rovio Entertainment, who has just posted its own first quarter financials, with an upturn of 16 per cent in sales, driven by its Angry Birds gaming franchise.

Brand Licensing has taken a dip for the business of late, having hit a peak in 2016 when merchandise sales around The Angry Birds Movie rocketed. Rovio is expecting to see similar activity in its brand licensing roll-out this year, when the follow up movie lands this October.

In partnership with Rovio, Jazwares will leverage its expertise with digital brands to deliver new and engagingly interactive experiences, and aim to bring the Angry Birds universe to fans in a character-branded product line.

Meanwhile, its line toys look to bring the Angry Birds brand DNA to life through its range of splat balls, catablind collectable figures, plush, a figure pack, a game pack, and a Pig City Build n Launch playset.

Selected Angry Birds toys also come with digital unlock features, which allow consumers to scan the product and unlock Jazwares’ exclusive game content, once they’ve downloaded the new Angry Birds Explore app.

‘The toy line offers true to game play patterns and character recognition that fans are going to love. Plus, the new collection delivers an Angry Birds offering at all the key price points, from £3.99 to £19.99,’ read a press release statement.

The core Angry Birds games currently have more players than ever, with over 50m global monthly active users. Rovio’s plan is to tap into this audience via diverse platforms that includes new game releases, this year’s film release and new content in the pipeline.

Jazwares will be supporting Angry Birds with digital, social and PR campaigns, while listings have already been secured with major retailers. 

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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