Rovio Announces Lego Partnership for Angry Birds Film

rovio angry birds carouselFinnish mobile developer Rovio has announced a deal with Danish toymaker Lego to launch a line of building block sets based on the companys Angry Birds game, as the game maker bets increasingly heavily on its upcoming film to revive its fortunes.

Rovio saw earnings drop 73 per cent in 2014 as Angry Birds licensing deals for toys, clothing and sweets ended, and the firm was forced to cut 110 jobs, around 14 per cent of its workforce, after profits slumped.

The deal with Lego will see toys produced to coincide with the premiere of the feature-length Angry Birds movie in spring 2016, which the company is hoping will boost interest in its core brand.

“The Lego brand has an unparalleled ability to connect with people through products that spark creativity and imagination,” said Pekka Rantala, CEO of Rovio. “Were really excited to build experiences together with this amazing best-in-class partner.”

“We are excited to bring Angry Birds to life in Lego form, given the popularity of the game and its characters with fans of all ages, which will only be amplified by the forthcoming film,” said Jill Wilfert, vice president of licensing & entertainment at The Lego Group.

“We seek partnership with globally relevant properties that offer a unique and rewarding play experience to our fans, and our designers are having fun developing building sets that leverage the engaging play and deconstruction found in the Angry Birds game.”

Angry Birds, which was released in 2009, went on to become the most popular paid mobile app of all time, but has been losing monthly active users and appeal amongst consumers despite partnerships with other successful media brands like Star Wars and Transformers.