IMG Adds Angry Birds Publishing Rights


IMG has expanded its agreement with Rovio Entertainment to become the exclusive publishing agent for the popular mobile game franchise Angry Birds.

With the enhanced partnership, this is the first time the Angry Birds brand’s consumer products and location-based entertainment licensing and publishing rights will be consolidated under one global agency.

IMG will look to expand the franchise’s current publishing program, which includes regional deals with Penguin Children’s Puffin and Nordic publishing house Storytel, with new global and regional deals for books, comic books, audiobooks and activity books featuring the brand’s characters.

Ahead of Angry Birds’ 15th anniversary in 2024, the two companies are also working together to expand the brand’s location-based experiences.

“We are excited to expand our partnership with IMG to include Angry Birds’ publishing rights,” said Hanna Valkeapää-Nokkala, head of brand licensing at Rovio Entertainment. “During the last few years, we have built a great relationship with the agency, and with them having an in-depth understanding of the brand and our vision, it comes as a natural step for IMG to also represent publishing for Angry Birds. Furthermore, with more than 25 offices around the world, we are confident that IMG is the perfect partner to help drive the global expansion and growth of our publishing program.”

Adam Steel, senior licensing director at IMG, added: “Ever since we joined forces in 2020, Angry Birds has been one of our most exciting partners, and we’re delighted to have helped them build a robust and diverse licensing program that reflects the game’s playful DNA. We look forward to utilizing our global network and expertise to deliver a range of creative and engaging publishing products and experiences for this incredible brand and its fans.”