Finnish company Rovio, the maker of mobile game Angry Birds, has announced a partnership with The Lego Group to develop a range of Angry Birds themed building blocks.
The Angry Birds game, in which players use a slingshot to fire cartoon birds at green pigs, is the most downloaded mobile game to date and already has a range of merchandise that includes plush toys, clothing, mugs, pillows, stationery and phone cases.
Rovio CEO Pekka Rantala says the company is eager to add more products to the Angry Birds portfolio that encourage fans to interact with the brand outside of the mobile app.
“The Lego brand has an unparalleled ability to connect with people through products that spark creativity and imagination,” he says. “We’re really excited to build experiences together with this amazing best in class partner.”
Jill Wilfert, The Lego Group vice president, licensing and entertainment agrees that the partnership will be good for both brands, especially as the range will be released alongside The Angry Birds Movie, due out in May 2016.
“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,” she says.
“We seek partnership with globally relevant properties that offer a unique and rewarding play experience to our fans, and our designers are having fun developing building sets that leverage the engaging play and deconstruction found in the Angry Birds game.”
By Ruth Cooper
