Rovio & SEGA announced a significant evolution in the management of its Angry Birds brand licensing. The brand’s worldwide licensing activities will now be unified under SEGA’s transmedia licensing operations. This change is a natural next step following SEGA’s acquisition of Rovio in 2023 and signals a powerful joint commitment to the long-term growth and expansion of the Angry Birds universe.
The integration directly supports the core goals of SEGA’s acquisition of Rovio, which aimed to rapidly expand both companies’ fanbases by sharing know-how and supporting the cross-platform expansion of Rovio’s IP using SEGA’s extensive capabilities. By joining forces, Rovio and SEGA are now positioned to uncover new synergies and reach more territories than ever before, leveraging SEGA’s “recipe” for building brand longevity, much as it did with Sonic the Hedgehog.
The new arrangement introduces a consolidated, global strategy for both consumer products (CP) and location-based entertainment (LBE), and also allows for Rovio and SEGA to pursue direct licensing relationships worldwide, with a key focus on the U.S., U.K., and Japan.
“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.”
To execute this strengthened strategy on a regional level, the partnership plans to activate a robust network of expert licensing agents for consumer products in key territories, which include the EU, the Middle East, South Korea, South America and Latin America, China and SEA, Australia and New Zealand, as well as India.
This strategic shift is a cornerstone of a significant, long-term investment in the Angry Birds brand roadmap. It comes ahead of a big year for the franchise, as the highly anticipated third animated film, The Angry Birds Movie 3, is scheduled to hit theaters on December 23, 2026.
“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 EVP, 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.”
