Rovio has expanded its strategic licensing agreement with Hasbro | Key4Communications | News

Rovio Entertainment, the creator of the Angry Birds brand, has announced at the International Licensing Expo in Las Vegas plans to grow their licensing business. Rovio Entertainment is partnering with new companies and has expanded its licensing team dedicated to its consumer products business.  

The company has expanded its strategic licensing agreement with Hasbro. This new agreement makes Hasbro the premier toy licensee for Angry Birds, including the upcoming game Angry Birds Go! set to be released this year. In addition, Hasbro will continue to develop and expand their already highly successful collaboration with Angry Birds Star Wars from Rovio Entertainment and LucasFilm. The terms of the agreement give Hasbro licensing rights worldwide.

The company has also added new partners to its existing base of over 500 companies. The new key licensees include Power A (mobile and video game accessories), Thermos (hydration and storage containers), Pez (collectible candy dispensers), Natrol (multivitamins for kids and families), and Gemmy Industries (inflatables and Halloween costumes). Additionally, returning partners will include Amscan and Fifth Sun, Rovio’s premiere apparel partner, and Accessory Innovations to name a few.

The company explains that it has built "a long-term growth strategy for its consumer products business and its iconic brands". Also, "Rovio is planning to focus on female consumers with Stella, the pink bird in 2014."