Angry Birds has a new publishing agent.
IMG has been named as the popular mobile game franchise’s exclusive publishing agent. This deal expands IMG’s global licensing representation agreement with the brand’s parent company, Rovio Entertainment.
This agreement marks the first time Angry Birds’ consumer products and location-based entertainment licensing and publishing rights will be consolidated under one global agency. The franchise’s current publishing program includes regional deals with Penguin Children’s Puffin and Nordic publishing house Storytel. IMG will look to expand the franchise with new global and regional deals for books, comic books, audiobooks, and activity books featuring the brand’s beloved characters.
“We are excited to expand our partnership with IMG to include Angry Birds’ publishing rights,” says Hanna Valkeapää-Nokkala, Head of Brand Licensing at Rovio Entertainment. “During the last few years, we have built a great relationship with the agency and with them having an in-depth understanding of the brand and our vision, it comes as a natural step for IMG to also represent publishing for Angry Birds. Furthermore, with more than 25 offices around the world, we are confident that IMG is the perfect partner to help drive the global expansion and growth of our publishing program.”
The deal builds on IMG and Rovio Entertainment’s existing partnership, which has brought recent highlights such as a children’s sports and lifestyle collection with Venum, plush toys with Mighty Mojo, apparel with Four Seasons, and a children’s headphone line with Powerlocus.
“Ever since we joined forces in 2020, Angry Birds has been one of our most exciting partners and we’re delighted to have helped them build a robust and diverse licensing program that reflects the game’s playful DNA,” says Adam Steel, Senior Licensing Director at IMG. “We look forward to utilizing our global network and expertise to deliver a range of creative and engaging publishing products and experiences for this incredible brand and its fans.”
Ahead of Angry Birds’ 15th anniversary in 2024, the two companies have been working together to grow the brand’s global footprint with location-based experiences. Last year, immersive Gamebox launched a life-size Angry Birds gaming experience in more than 20 locations across the U.S., U.K. U.A.E., and Germany. SCG is also opening an Angry Birds themed café in New York City this year.
