Hasbro become premier licensee for Angry Birds

Hasbro and Rovio strike a deal to make it top toy maker for Angry Birds brand

Associated Press

PAWTUCKET, R.I. (AP) -- Hasbro Inc. and Rovio Entertainment said Monday that they've expanded their licensing agreement to make Hasbro the premier toy licensee for the Angry Birds brand.

The agreement will make Hasbro responsible for producing a number of new Angry Birds products, including the Angry Birds Go! game scheduled to be released this year. Hasbro will continue to develop and expand its Angry Birds Star Wars products from Rovio Entertainment and LucasFilm. The terms of the agreement also give Hasbro licensing rights worldwide.

Angry Birds, originally a cell phone game, was launched in 2009 and is the top paid app in the world, according to the companies. Its popularity has launched Angry Birds clothing, home decor and even a weekly cartoon series; a full-length film is scheduled for 2016.

"Angry Birds is one of the most recognizable entertainment franchises in the world and we're thrilled Rovio has chosen Hasbro as its premier toy and game licensee," John Frascotti, chief marketing officer for Hasbro, said in a statement.

Hasbro, based in Pawtucket, R.I., makes games like Monopoly and toys such as My Little Pony, as well as working in television programing, digital gaming and more.

Rovio, the company that created Angry Birds, is based in Finland.

Hasbro shares rose 20 cents to $44.29 in afternoon trading.

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