Italian Angry Birds licensee expansion and diversification continues

The Angry Birds movie is set to reach Italy’s screens in June, and licensee interest ahead of this major film event is higher than ever.

Now independent licensing group Maurizio Distefano Licensing, which has been appointed as licensing agent in Italy and Switzerland for Angry Birds, has announced four more license agreements for the property in the Italian market, in the party, publishing, games and puzzles and confectionery categories.

The latest license agreements are, yet again, with some of the best-known Italian companies in their fields across a number of important product categories.

BBS, a major name in licensed party ranges, will offer an Angry Birds-themed party collection. Children and adults will be able to celebrate any occasion with plates, cups, tablecloths, napkins, candles, balloons, party hats and streamers, all lavishly illustrated with colourful and amusing Angry Birds images.

Major publishing house Fratelli Fabbri Editori will is planning to present the adventures of the Angry Birds through a series of books dedicated to the film, including game books, stickers books and puzzle books.

Ravensburger, Europe’s leading manufacturer of puzzles, games and activity products, will design new puzzles and games dedicated to Red and his friends, offering a range that will include various puzzle sizes (from 60 pieces to 500 pieces), as well as 3D puzzles.

Walcor, a leading maker of chocolate coins and notes, medallions and eggs, will design a series of products illustrated with images of the Angry Birds. They will range from chocolate coins, Easter eggs, little eggs and Epiphany stockings right up to Christmas decorations.

These new license awards are in addition to numerous licensing categories that have already been announced. They include gifts, accessories, confectionery, kitchenware, personal grooming products, hats and scarves, sporting goods, outdoor toys, dress-up and apparel.

The core market for Angry Birds products, as for the game, is the whole family, including children, teens and tweens from age four up. However, a large secondary market of young adults and gift buyers is also expected to take a strong interest in product inspired by the brand.

The Angry Birds game, in which multi-coloured birds try to retrieve their eggs from a group of hungry pigs, is today the number one downloaded app of all time and an international phenomenon. There are now many new Angry Birds games, as well as toys, books, TV shows, food products and even theme parks. The staggering success of the globally successful Angry Birds video game and brand, created and owned by Finnish computer game developer Rovio Entertainment, is set to continue with the release of the new animated film. Featuring the voices of Game of Thrones star Peter Dinklage and popular comedy writer and performer Bill Hader, the film has inspired a vastly expanded range of licensed partnerships across a large number of categories.

Maurizio Distefano, Founder and Director of MD Licensing, says: “The strong appeal, both of the Angry Birds game and of the witty and delightful imagery associated with it, has inspired a major film release and continues to inspire some wonderful product launches — and these new licenses are a worthy addition.”

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