FC_Angry Birds 2016.indd 1 22/09/2016 10:22 BRANDROVIO OVERVIEW IN NUMBERS
Rovio in numbers $347M FOR THE ANGRY BIRDS MOVIE AT THE BOX OFFICE (AND COUNTING) 6B TOONSTV #1 VIDEO VIEWS
IN 52 26M 2B COUNTRIES FACEBOOK YOUTUBE FOR ANGRY FOLLOWERS VIEWS BIRDS MOVIE 300
OVER 300 3.5B LICENSEES 130 GAME DOWNLOADS SINCE 2009 130 PROMOTION PARTNERS 480M GAME DOWNLOADS IN 2015
IFC_Rovio In Numbers_new.indd 4 22/09/2016 10:35 INTRO 01 From game to franchise hen Rovio launched its 52nd game in December 2009, we had no way of knowing at the time that a mere six and a half years later, we Wwould see that game’s origin story being told as a blockbuster 3D animated film, shown on movie screens all around the world and reaching No. 1 at the box ofce in 52 countries. But we did know something: that these oddly compelling fowl balls and the world they inhabited were vivid enough to thrive anywhere, not just in their native habitat on your smartphone screen. That’s why we called the game “Angry Birds” and not, say, “Slingshot.” From the beginning, these characters and their motivation – why so angry? – mattered. A universe was hatching. It was this passion for character and storytelling that eventually enabled Rovio to branch out into publishing, consumer products, animation and more. Today, with the global success of The Angry Birds Movie, I think we can fairly say that we have arrived as a fully-fedged entertainment house. We are overfowing with ideas and stories – and not just in the Angry Birds universe. New IPs like Nibblers, Storm Sisters and Kit^n^Kate have us very excited. The past six-and-half years has been a remarkable ride, but I believe we’re only just getting started.
Kati Levoranta, CEO Rovio Entertainment contents
The birds are back in town Bringing Angry Birds to life
Introducing the Hatchlings Branching out
Start your engines! Get in touch with us
01_Intro_Contents_v2.indd 1 22/09/2016 10:45 02 BRAND OVERVIEW
Inset: The Angry Birds Movie has lifted Rovio’s business to a whole new level. The Birds Are Back In Town
The Angry Birds Movie has catapulted the brand so passionate about back into the spotlight around the world, taking the project,” says Tuomo Korpinen, Rovio from a games developer to a global president of Rovio entertainment brand in the space of six short Animation. “The movie years. And there’s still much more to come was four years in the making and the team from Rovio and its world-famous flock. really took its time to ovio Entertainment is having countries – including ensure we delivered a phenomenal year across China and the US – and a world lass rodu t. all aspects of its business. so far grossed more The animation quality R was a solutely Thanks to its thriving games than $347 million at unit, the company earned €76.4 the glo al o o e. exceptional and million in revenue for the rst While the movie of ourse we had half of the year – an increase may have caught the a fantastic story of €10.3 million year-on-year riti s y sur rise it was the fans nally even efore ro ts from the no surprise to the Rovio got to nd out blockbuster Angry Birds Movie hit team that it has done so why the irds the oo s. he lm meanwhile well around the world. are so angry!” has opened at number one in 52 veryone involved was Rovio produced the lm inde endently with ony i tures Get out, go see: Rovio develops LBE concept Above: The Entertainment Rovio is not in the business of owning or operating theme parks itself, but Hatchlings were the stars of a handling the working with partners and licensees, its location-based entertainment series of viral marketing and portfolio keeps growing. In April 2016, the furious fock took their place animations leading in popular culture with their very own appearance at Madame Tussauds up to the release distribution, London in an immersive, interactive exhibit that is now touring diferent of the movie. ut the whole Madame Tussauds locations around the world. This autumn, the Telus ro e t was very World of Science in Edmonton, Alberta sees the global launch of Angry much driven by Rovio, Birds Universe, a hands-on experience developed with Imagine Exhibitions with a lot of em hasis la ed on where participants get to ‘be the bird’ and learn about science, technology, telling the story and developing engineering, arts and mathematics. Angry Birds World, a theme park in the characters. “We spent a lot Doha Festival City in Qatar, is set to open in February 2017. Rovio has also of time on the characters and developed a comprehensive new LBE theme park concept, a kind of style guide for built environments, that partners can easily follow or adapt. making a back story for each one,” says Tuomo. “The producers
02-03_Overview_Angry Birds 2016_v4.indd 2 22/09/2016 10:50 BRAND OVERVIEW 03 Below: High-profle promotion around the world lifted The Angry and creative team Birds Movie to the hilarious and viral animations number one spot were a le to reate in 52 countries. leading up to the release this eautiful world of The Angry Birds Movie. and characters that the he at hlings will also e audience could truly love. teaming u with the lues The richness of the Angry – the manic trio of young irds world and the de th lue irds nown to ngry of character really opens up Birds fans since the original great opportunities for future game for a new wee ly ontent develo ment whether animated series on ToonsTV, that e another lm whi h ovio s dire t-to- onsumer is already in development video latform with more – short-form animation or than illion views. something else altogether.” “The Hatchlings is our he movie wasn t ust a hit ig fo us for the rst half at the o o e it has also of 2017 and our franchise emented ovio s ositioning roadma refe ts this with as a global entertainment animation, publishing, franchise. Yes, Rovio may games and consumer have cut its teeth on mobile products all based around games ut there s no dou t these cute, loveable little about its ambitions to build Above: Bomb at birds,” says Alex. “Angry the LA premiere. on its success across all Below: Fans at Birds as a brand has latforms. We are now the premiere in traditionally appealed truly an entertainment Helsinki. to males – certainly our franchise covering animation, consumer products gaming, publishing, consumer rogram has always had a products and location-based strong ias towards oys entertainment,” says Alex aged 5 to 11 years, but the am ee ovio s hief movie made us more gender- ommer ial er. neutral and now we ve got the We ve got a uni ue at hlings whi h is very mu h franchise that appeals to a geared towards young girls. wide demogra hi ontinues t s een a very e iting year Alex. “The animation and for everyone involved with consumer products target a ovio and it s not over yet. younger audien e while the “The movie has really lifted the games appeal to a slightly older ne of the new games in rand to a whole new level demographic. Games are still an develo ment at ovio will feature says le . he movie was ust important part of our business, the at hlings hara ters rst the eginning. here s still a ut not our sole fo us now. introduced in a collection of whole lot more to ome.
Franchise Roadmap
FEATURE FILM THE BLUES, NEW SHORT-FORM NEW FILM IN PIGGY TALES ANIMATION CONTENT AND THE MAKING… SHORT-FORM SEASONAL SPECIALS
02-03_Overview_Angry Birds 2016_v4.indd 3 22/09/2016 10:50 04 COMING IN 217 Introducing…The Hatchlings The Angry Birds Hatchlings were unexpected stars when a Facebook post of them singing Deck the Halls went viral last November. Now these adorable little chicks are about to have their own animated series, a mobile game and range of consumer products. did as a bit of fun to promote the movie around holiday season,” says Tuomo Korpinen, irst released on November President of Rovio Animation. the at hlings adora ly “We were very surprised Ffractured attempt at Deck that it was so popular. The the alls s read li e wild re Hatchlings are very loveable online, quickly becoming the and cuddly and just seemed single most shared Angry to hit a note with audiences, Birds-related content in particularly mums who have the franchise’s history. The young ‘hatchlings’ of their own.” one-minute long YouTube The success of the Hatchlings li has had over ve million spawned a further four short views and was shared over li s and the short lm he arly times on a e oo . Hatchling Gets the Worm, which “The Hatchlings YouTube appeared on the big screen clip started as something we before select screenings of The Angry Birds Movie. The Hatchling material is included with the DVD, Blu-ray and digital releases of The Angry Birds Movie, and the Angry Birds’ next generation will feature in a new weekly animated series for ToonsTV in the rst half of . new mobile game is also in the works. Rovio is working with partners to bring the Hatchlings to consumer products. The core target group is girls ages to with ey ategories in toys, apparel, back-to- school and accessories.
Left: Examples of products using the new Hatchlings Style Guide.
04_Hatchlings_v3.indd 4 22/09/2016 10:53 COMING IN 217 05
Start your engines! Next fall, a high-oinktane vehicles-themed Amazing Egg Race will hit the gas on the cheerful mayhem at the heart of the franchise.
he hapless hogs of the fran hise roadma for the latter romotions in su ort of the Angry Birds universe part of 2017. Piggy Tales, the ma ing gg a e theme. Tare well-known for hit ToonsTV series that focuses Buckle up and get ready! their wobbly ‘pigineering’ on the loveable green villains’ and sla sti fair for ra y foibles, is now in its third season contraptions. The Angry Birds and set to return next year for Movie also gave viewers a side- a fourth. The new season will splitting look at what passes reveal among other things more for porcine transport, with of Pig City and its inhabitants’ rickety airplanes, cars and other ingenious vehicles careening through the ‘solutions’ for lm s lima ti showdown. getting from It’s around these hilariously to B. Rovio is also ha ha ard vehi les - and the working on a book publishing Bad Piggies and Angry Birds rogram onsumer behind the wheel - that Rovio is rodu ts games building its and mar eting
05_Pigs Vehicles_v5.indd 3 22/09/2016 10:54 06 DIGITAL TO PHYSICAL Bringing Angry Birds to life Angry Birds was one of the first, and arguably the most successful, mobile games to embrace the physical world of consumer products. Now in 2016 it is leading the way again and blurring the lines between digital and physical entertainment.
ngry Birds is a natively was released as digital brand, so it’s a prequel to the Ano wonder that a key movie in April. It is a component of its marketing standalone game, but for The Angry Birds Movie was the real fun comes when a new augmented reality (AR) fans scan in BirdCodes, game – Angry Birds Action! The which can be found across game wasn’t simply a ‘tie-in’ with Angry Birds merchandise do slightly di erent things the movie, but a glimpse into the and promotional materials. when scanned,” says Tracey future of Rovio’s plans to bridge When scanned, the BirdCode Small, Vice President of the digital and unlocks augmented-reality Product Development. “For physical world. bonuses and mini-games. instance, the BirdCode on one Below: Angry Angry “We have more than two Birds Action! of the movie posters reveals a was released to Birds Action! dozen BirdCodes, all of which coincide with The 360-degree interactive hut with Angry Birds Movie. all of the movie’s characters that you an ta e sel es with. In addition, game players an fing virtual andies at pigs by scanning the BirdCodes on Angry Birds ovie dis ensers lay a whack-a-pig mini-game by scanning BirdCodes on McDonald’s products and play an exclusive mini-game by scanning a BirdCode on ngry irds laysets. oing to see he ngry irds Movie in person also unlocked additional content in the game. “We put the Angry Birds characters and story at the centre of a truly 360-degree experience this summer, which
06-07_Digi-Physi_ToonsTV_v4.indd 6 22/09/2016 10:56 DIGITAL TO PHYSICAL 07
Below: More than 1 bridged digital and physical billion BirdCodes were entertainment like never before, printed around the world. When scanned and with more than one billion they unlock power-ups BirdCodes to be found out in and extra content in the wild, at a scale never seen Angry Birds Action! before either,” says Rovio’s ames ii a ams who led the Action! project. to draw people to Rovio sees a lot of potential physical locations.” Below: The Angry of AR and virtual reality (VR) in Rovio sees ToonsTV, Birds Movie was one future product development, of McDonald’s biggest its latform as programs for an as Tracey explains: “We want to becoming increasingly important i e fl e er o er hysi al rodu ts that o er for linkages between digital consumers a digital premium, content and consumer products or complement their digital out in the real world. “It’s a logical lifestyles. Angry Birds Action! place for us to take the next step and the associated BirdCode in AR,” says Tracey. There’s still campaign showed the a lot in development, way. AR also adds a but Rovio’s guiding new fun dimension to principle is to physical spaces and remain focused on can be a great tool the everyday for retailers, helping consumer experience. “It is important for Right: BirdCodes Rovio to make on H&M apparel the digital linkage unlocked extra feel natural and content in Angry Birds Action! when actually add value scanned. to the products.”
Toon in to ToonsTV ToonsTV is the home of Rovio’s own animated content and more high-quality, hand-selected family entertainment shows from third parties. ToonsTV began in 2013, when every Angry Birds game also became a video distribution channel, bypassing traditional broadcast media and delivering original content straight to consumers. The standalone ToonsTV app launched in October 2015 for iOS, Android and Amazon devices, and ToonsTV is also available on various smart TV systems including Apple TV. With more than 30 channels of free, on-demand, family video entertainment, ToonsTV broadcasts Rovio’s original scripted animated series Angry Birds Toons, Piggy Tales, Stella – and, from February 2017, a new weekly series set in the Angry Birds universe that will star the Blues and their ounger atchling sidekicks. A host of high ualit , third part shows amplif the diverse famil ofering, created by partners like Aardman (Wallace + Gromit, Morph) and Toonbox Animation (Kit^n^Kate, Qumi-Qumi) and National Geographic. Gameplay videos led by stars in the fan community round out the content. Rovio continues to expand the video-on-demand service with both original and partner content. A new channel is also in development that will bring an A dimension to ph sical consumer products ofered b our partners. “Following the massive success of The Angry Birds Movie, we’re continuing to focus on bringing creative storytelling and humorous animated content to fans on the small screen with ToonsTV,” says Tuomo Korpinen, President, Rovio Animation.
06-07_Digi-Physi_ToonsTV_v4.indd 7 22/09/2016 10:56 08 LOKING FORWARD Branching Out Rovio continues to strengthen and diversify its portfolio by adding new IPs – spanning animation, books, games and more – to appeal to wider audiences. Left: ngry Birds may be the most with an eye toward the future. Kit^n^Kate is a preschool popular and recognisable of “We’ve released several new animation. Aall Rovio’s brands, but it’s not IPs over the years,” says Alex the only one. While the company’s Lambeek. “And while they may consumer products licensing not have the following of Angry Kit^n^Kate program remains focused on Angry Birds, some have developed quite Kit^n^Kate is a preschool Birds for now, Rovio has been busy a niche fan base. In the past we’ve animation created by Toonbox working on several new IPs mainly focused on mobile games, Animation in Cyprus, and but we’re now working on bringing broadcast on Rovio’s ToonsTV our expertise in brand building to platform. Earlier in 2016 Kaiken animation and publishing.” Publishing – the publishing arm of Rovio Entertainment - acquired the world rights for Kit^n^Kate. “We are thrilled Nibblers to be working with Toonbox Nibblers was released last autumn and and building on the learning stars a school of fearless sh exploring aspect of Kit^n^Kate with dr land for the rst time. An evolved a line of storybooks and match pu le for mobile devices, it has been a uiet success for ovio and one of accompanying activity books,” the top performers in the games portfolio in says Laura Nevanlinna, 2016. ibblers has started to scale up and has ver positive publisher at Kaiken. “Given feedback on oogle la with . stars based on nearl how well Kit^n^Kate has been 1 0,000 votes, sa s Alex. he characters are ver strong and received by fans on ToonsTV, we re still exploring where we can take this I . we hope to deepen our Left: i ler re olo r l r i -e i g f h cooperation with Toonbox in other areas as well,” adds Alex.
Storm Sisters Storm Sisters is a Young Adult literary series from Indian-born Finnish author Mintie Das and Kaiken Battle Bay u lishing that follows the adventures of ve girls attle a is ovio s who band together on the high seas. Kaiken, through rst real time, pla er its agents at The Ahlback Agency, has already sold vs pla er v game, the series into eight languages. Rovio has also started ofering pla ers a developing a TV series based on the novels. “What chance to engage in makes Kaiken and the wider Rovio family special is thrilling ve on ve battles on the open our depth of talent, transmedia expertise and global sea with other pla ers network of partnerships,” says Laura. “Anything is from around the world. possible with our IPs.” As with all of ovio s games, the art direction and game Below: Storm Sisters is a series of books from Kaiken Publishing. design are superb, sa s Alex. It is in soft launch in selected regions and initial feedback is positive, especiall on the multipla er aspect.
Above and left: Characters from Battle Bay.
08_Looking To The Future_v4.indd 8 22/09/2016 10:57 CONTACTS 09 Get in touch with us Our agents AMERICAS Canada: Segal Licensing, EMEA [email protected] France, Iberia: Biplano Licensing SA, USA: food and beverage: Brand Central, [email protected] [email protected] UK: Bulldog Licensing Ltd, [email protected] [email protected] Mexico, Latin America: Tycoon Enterprises, Germany, Austria, Switzerland: Lizenzwerft GmbH, [email protected] [email protected] Argentina, Uruguay, Paraguay, Bolivia: IMC, Italy, Switzerland: Maurizio Distefano Licensing, [email protected] [email protected] Brazil: Tycoon Brands 360, Russia, CIS, Baltics: Mega License, [email protected] [email protected], Chile: Tycoon Chile S.P.A., [email protected] [email protected] Scandinavia, Benelux: NLC, [email protected] (Benelux), GLOBAL LOYALTY CAMPAIGNS [email protected] (Nordics) TCC, [email protected], Central and Eastern Europe: ELC, [email protected] [email protected] (Poland), [email protected] (Greece), [email protected] (rest of territory) Rovio contacts Turkey, LDI NAM: Darren Kyman [email protected] [email protected] Israel, LDI UK: ustin i n [email protected], ustin.mcgi n rovio.com [email protected] India & SEA: Anurag Sachdeva Arab countries, 20 Too [email protected] [email protected] MENA, Germany, Australia: Daniel Jay Africa: CLM, [email protected] [email protected], [email protected] Finland, Promotions: Tiina Mikkonen [email protected] ASIA Hong Kong, Macau, Taiwan, PRC: Charactopia Eastern Europe, Italy, Nordics, Benelux: Magdalena Licensing Limited, Biernat-Heikkinen [email protected] [email protected] India, Sri Lanka, Bangladesh, Nepal: Dream Theatre, Russia, Promotions: Simo Hämäläinen [email protected] [email protected] South East Asia: a i i ensing Latin America: Priscilla Sánchez Best eal.rudge paci clicensing.com [email protected] Japan: Sony Creative Products Inc, China: Vincent Ye [email protected] [email protected] AUSTRALASIA Korea, Japan: Sue Choi Australia and New Zealand: WP Brands, [email protected] [email protected]
IBC_Contacts_v2.indd 9 22/09/2016 10:59 BC_Angry Birds 2016.indd 1 22/09/2016 10:33