SEGA will be responsible for Angry Birds’ licensing activities
Rovio and SEGA announce a significant strategic evolution in the management of its globally celebrated Angry Birds brand licensing. The brand’s worldwide licensing activities will now be unified under SEGA’s transmedia licensing operations. This change is a natural next step following SEGA’s acquisition of Rovio in 2023 and signals a powerful joint commitment to the long-term growth and expansion of the Angry Birds universe.
Rapidly expanding both companies’ fanbases
The integration directly supports the core goals of SEGA’s acquisition of Rovio, which aimed to rapidly expand both companies’ fanbases by sharing know-how and supporting the cross-platform expansion of Rovio’s IP using SEGA’s extensive capabilities. By joining forces, Rovio and SEGA are now positioned to uncover new synergies and reach more territories than ever before, leveraging SEGA’s successful ‘recipe’ for building brand longevity, much as it did with Sonic the Hedgehog.
Pursue direct licensing relationships worldwide
The new arrangement introduces a consolidated, global strategy for both consumer products (CP) and location-based entertainment (LBE), and also allows for Rovio and SEGA to pursue direct licensing relationships worldwide, with a key focus on the US, UK, and Japan.
Activating a robust network
To execute this strengthened strategy on a regional level, the partnership plans to activate a robust network of expert licensing agents for consumer products in key territories, which include the EU, the Middle East, South Korea, South America and Latin America, China and SEA, Australia and New Zealand, as well as India.
Additional information can be found in the source description.