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Rovio cashes on 'Angry Birds 2' merchandising ahead of its India release

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Rovio cashes on 'Angry Birds 2' merchandising ahead of its India release

Angry Birds is undoubtedly one of the most downloaded mobile games in the world today. It is estimated to have crossed 3 billion downloads globally and Rovio Entertainment Ltd. (the developer of Angry Birds) plans to bring that success to the box office too.

 The Angry Birds movie is slated to release on 27th May in India and will catch the fancy of both adults and kids alike. Given the popularity of this franchise, Rovio Entertainment has collaborated with a number of brands to reach out to a wider audience. It has already brought on board brands like Kurkure, Gems, Lego, Mattel Hot Wheels and McDonald’s as part of its marketing strategy.

Rovio has also announced its new Angry Bird game called ‘Angry Bird Action’. It is a pinball arcade game in which players can unlock exclusive additional content even when they go and watch the movie in the opening weekend. Players can also play augmented-reality mini-games and earn rewards by scanning special BirdCodes.

Currently more than 1 billion BirdCodes are printed and distributed around the world and can be found on products by The Lego Group and H&M. In India, more than 100 million BirdCodes have been generated which will be distributed through multiple partners, the leading partner being Kurkure from the house of PepsiCo.

Here is a closer look at the brand association:


Rovio has partnered with PepsiCo’s Kurkure to share special BirdCodes for the Angry Birds Action game. For the first time the users can unlock new games by scanning the special codes. Kurkure is reportedly the leading partner with Rovio in India to generate these BirdCodes.


Rovio Entertainment inked a deal with Lego last year to launch a line of Angry Birds building blocks to revive its licensing business based on the popular game. The launch of the Lego line was meant to coincide with the release of the movie this summer. It includes a collection of six building sets with digital integration with the ‘Angry Birds Action’ game, which allows customers to unlock rewards via BirdCodes found with the packaging.


Gems introduced the Angry Birds packaging along with Rovio and released a TVC for the same. With every pack of Gems the buyer gets a free angry bird.

 Watch the commercial here

Mattel Hot Wheels

Mattel’s Hot Wheels also released their Angry Bird themed toy cars and car race tracks like the slingshot launch. These are available on e-commerce websites and toy stores. A Red Bird Hot Wheels 1:64 scale collectible die cast car could cost around Rs. 4600 on Amazon India.


The McDonald’s partnership will see the development of an exclusive Angry Birds ‘power up’ app with interactive scan symbols in store and a Happy Meal box takeaway. The tray liner provides a sheet that guides you to download the new Angry Bird Game, scan the barcode, and play the game to earn power ups. The code can be used once in 24 hours. It will also give away Angry Bird toys with every happy meal.


H&M globally launched apparels with ‘Angry Birds’ prints on them. It also offers sneakers with the characters of the game.

As the release date nears in India, new social media campaigns and events are expected to be launched to match and possibly surpass the decent success of the first film and the game. Merchandising and continuous synergies has given Rovio’s Angry Birds a platform to be exposed even further and be a crowd puller around the globe. 

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