Angry Birds Licensing Merges with SEGA’s Global Operations

Rovio and SEGA have announced that the Angry Birds brand licensing will now be unified under SEGA’s transmedia licensing operations.

“We are incredibly excited about the opportunities that come with uniting our licensing activities with SEGA,” said Hanna Valkeapää-Nokkala, Rovio VP of Transmedia. “This contributes directly to our transmedia goals with the Angry Birds IP. Together, we are more capable of providing amazing experiences, products and location-based entertainment to even more Angry Birds fans in more locations around the world, and across many different touchpoints.”

This strategic shift aims to unlock new opportunities for global strategy for both consumer products and location-based entertainment, and also allows for Rovio and SEGA to pursue direct licensing relationships worldwide, including the U.S., U.K. Japan, the EU, the Middle East, South Korea, South America and Latin America, China and SEA, Australia and New Zealand, as well as India.

“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 executive VP and 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.”