Rovio and Sega have confirmed a strategic change in the management of the Angry Birds brand. The brand's global licensing activities will now be unified under Sega's transmedia licensing operations. This change is the next obvious step following Sega's acquisition of Rovio in 2023.
The worldwide licensing activities of Angry Birds support the core objectives of Sega's acquisition of Rovio: expanding the fan bases of both companies by sharing expertise, and supporting the cross-platform expansion of Rovio's intellectual property using Sega's capabilities. "By joining forces, Rovio and SEGA are now positioned to uncover new synergies and reach more territories than ever before, leveraging Sega' successful 'recipe' for building brand longevity, much as it did with Sonic the Hedgehog," the company announced. This new arrangement introduces a global strategy for consumer products and location-based entertainment, enabling Rovio and SEGA to pursue direct licensing relationships worldwide, particularly in the US, UK, 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."
This strategic shift forms a key part of the long-term investment in the Angry Birds brand. It comes ahead of a major year for the franchise, with the third animated film, The Angry Birds Movie 3, scheduled for release in cinemas on 23 December 2026.
To implement this strategy at a regional level, the partnership is planning to establish a network of expert licensing agents for consumer products in key territories. These areas include the EU, the Middle East, South Korea, South America, Latin America, China, Southeast Asia, Australia, New Zealand and 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 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."
Rovio and SEGA are confident that this unified approach will enhance brand consistency and drive growth.
