Tuesday, 26 April 2016
Maurizio Distefano Licensing to represent Angry Birds in Italian market
Rovio Entertainment strengthens global licensing network as new film nears release
Maurizio Distefano Licensing, the independent licensing group founded by one of Italy’s best-known licensing experts, has been appointed as licensing agent in Italy for Angry Birds, the globally successful video game and brand created and owned by Finnish computer game developer Rovio Entertainment.
This is the first time an Angry Birds agent has been appointed for Italy. This is one of a number of new high-level regional appointments as Rovio reboots the Angry Birds franchise in preparation for the arrival of a brand new 3D computer animated Angry Birds film, due to be released in May 2016.
The staggering success of Angry Birds — the number one downloaded app of all time — has led a game in which multi-coloured birds try to retrieve their eggs from a group of hungry pigs to grow into an international phenomenon, inspiring many new Angry Birds games, as well as toys, books, TV shows, food products and even theme parks. Now, with a major new animated film in production featuring the voices of Game of Thrones star Peter Dinklage and popular comedy writer and performer Bill Hader, a vastly expanded range of licensed partnerships is planned across a large number of categories.
The core market for Angry Birds output, 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.
Maurizio Distefano Licensing is working on a wide range of areas for licensing in the Italian market, including toys, games, confectionery, giftware, house ware, accessories, apparel, plush, back-to-school, stationery, backpacks, dress-up and many others. Interest from potential licensees is, not surprisingly, already high. The first license awards in the Italian market will be announced by the autumn. Products will hit the shelves by late spring in time for the film’s release.
Magdalena Biernat-Heikkinen, Rovio Entertainment’s Licensing Director, EMEA, says: “With the arrival of a major new film next year and a growing interest in Angry Birds merchandise, now is the perfect time to build a licensing campaign working alongside the most respected agencies in each of the major markets. Maurizio Distefano Licensing, with its deep understanding of the Italian market and experience of working with many major international brands, is an ideal partner to launch this new phase of Angry Birds brand evolution in Italy.”
Maurizio Distefano, Founder and Director of MD Licensing, adds: “I am confident that the strength of the Angry Birds brand and our own experience and understanding of the Italian market will together build a successful licensing programme for both the Angry Birds brand and the Angry Birds movie in the coming months. I’m thrilled to be asked by Rovio to take on this phenomenal brand for the Italian market.”
About Rovio Entertainment
Rovio Entertainment, founded in 2003, is an industry-changing entertainment media company and creator of the globally successful Angry Birds franchise. Angry Birds, a casual puzzle game, became an international phenomenon within a few months of its release and is now the number one downloaded app of all time. Rovio has launched numerous chart-topping games under the Angry Birds brand for different platforms: Angry Birds, Angry Birds Seasons, Angry Birds Rio, Angry Birds Space, Angry Birds Friends, Bad Piggies, Angry Birds Star Wars, Angry Birds Star Wars II, Angry Birds GO, Angry Birds Stella and Angry Birds Transformers.
Following this success in mobile gaming, Angry Birds has expanded rapidly in entertainment, publishing, and licensing to become a beloved international brand. Rovio has grown alongside Angry Birds, and the multifaceted entertainment house currently employs about 700 professionals from 40 different nationalities across it's offices around the world.
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