Brand Licensing
Rovio licenses the Angry Birds brand and the related characters to product manufacturers and content producers. In 2022, brand licencing business unit accounted for approximately 3% of group revenue. Over 2 billion Angry Birds consumer products have been sold since 2010, the largest categories being toys, clothing, restaurant promotions and location-based entertainment. All licensees manufacture products and produce content in accordance with Rovio’s approval process. Each licensee commits to respecting Rovio’s trademarks, complying with the Rovio Code of Conduct for Partners while agreeing to relevant auditing processes. In June 2020, Rovio signed an agreement with IMG Licensing for global representation for Angry Birds brand licensing in consumer products and location-based entertainment, and in March 2023 IMG became the exclusive publishing agent for Angry Birds books, comic books, audiobooks and activity books. The AngryBirds YouTube channel hit 5 million subscribers at the latter part of 2021 and the Angry Birds animated content has been watched over 10 billion times in channels such as YouTube and Netflix. In addition, the two Angry Birds movies – The Angry Birds Movie, 2016 and The Angry Birds Movie 2, 2019 – have created almost USD 500 million box office movie franchise.