The Loyal Subjects partners with Rovio as Master Toy partner for Angry Birds
The Loyal Subjects (TLS), has partnered with Rovio Entertainment as Master Toy for Angry Birds. In a deal facilitated by IMG Licensing, the strategic partnership will debut its first collection of toys, collectibles and plush in 2026.
The Loyal Subjects will dive deep into product development, working hand in wing with Rovio Entertainment Ltd. to create a mind-blowing suite of toys. Both companies share values to inspire imagination and play with innovative solutions for kids and kidults, making the partnership a natural fit with strong synergies. Consumers can expect a launch of favorites nodding back to the original-iconic game look that fans of all ages know and love. TLS is also working on an Angry Birds movie toy line for the highly anticipated new film, Angry Birds 3 that was announced to be in production this past summer.
Perfect match
Jonathan Cathey/CEO and Founder of The Loyal Subjects sees TLS and Angry Birds as a perfect match, “Surely, after breaking bread with Rovio it was clear that TLS and Rovio were like-minded in every way; both sharing a North star promoting fun, belly aching laughs, great experiences, and the want/desire to create memorable, awesome products for the millions and millions of fans who hold the Angry Birds universe near and dear.”
Constant in the global pop culture
Angry Birds has been a constant, woven into the global pop culture fabric for the last 15 years. Since the first mobile game was released back in 2009, the powerhouse brand has grown to be an international phenomenon with touchpoints in all media. The fandom flocks together with millions of monthly active players in mobile games, over 7 million subscribers on the brand’s YouTube channel, 25 million followers on social media channels, and over 2000 immersive experiences available around the globe enabling the brand to be experienced in real life. Angry Birds remains a formidable force engaging fans around the world with continuously fresh content and new partnerships, earning its spot among the almighty Mount Rushmore of pop culture.
Unique energy and playfulness
As Creative Director at The Loyal Subjects, Dina Al Rifai shares “We’re chirping with excitement about our Angry Birds partnership! As longtime fans, the team and I can’t wait to give both new fans and nostalgic players the chance to experience the joy of launching these beloved birds beyond the screen and right into their hands. This brand’s unique energy and playfulness is exactly what we aim to capture in every toy we create.”