Angry Birds is flying the coop.
The mobile gaming brand’s licensing is now be fully managed by SEGA and its global network of transmedia operations. This change marks a significant step in Angry Birds’ integration into the SEGA family, following the acquisition of its parent company, Rovio Entertainment, in 2023.
Under the new arrangement, Rovio and SEGA will consolidate their forces to bring new licensed Angry Birds products, location-based entertainment, and more to fans worldwide, with a key focus on the U.S., U.K., and Japan. Leveraging SEGA’s experience in transforming digital IP into beloved legacy brands, such as Sonic the Hedgehog, this partnership aims to propel Angry Birds into the next cross-cultural phenomenon.
To implement its strategy, SEGA relies on a worldwide system of regional licensing agents, targeting territories such as the EU, the Middle East, South Korea, South America, Latin America, China, Southeast Asia, Australia, New Zealand, and India. This unified approach enhances the brand’s consistency, clarity, and collaborative opportunities across its many platforms as it prepares for the theatrical release of The Angry Birds Movie 3 this winter.
“Angry Birds is an IP cherished worldwide, and this marks an incredible opportunity to explore fresh, innovative avenues to propel the brand to unprecedented heights,” said Justin Scarpone, SEGA’s EVP, Global Head of Transmedia. “By fully integrating Angry Birds into SEGA’s global licensing framework, the combined strength of these organizations is poised to unlock the brand’s true potential. Fans and partners can look forward to a renewed chapter for Angry Birds that’s stronger, bolder, and more supported than ever before.”
For more information and licensing inquiries, visit rovio.com/licensing.
