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 rodut. all aspects of its business. so far grossed more The animation quality R was asolutely Thanks to its thriving games than $347 million at unit, the company earned €76.4 the gloal o oe. 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 ritis y surrise it was the fans nally even efore rots 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 oos. he lm meanwhile well around the world. are so angry!” has opened at number one in 52 veryone involved was Rovio produced the lm indeendently with ony itures 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 roet 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 emhasis laed 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 ale to reate in 52 countries. leading up to the release this eautiful world of The Angry Birds Movie. and characters that the he athlings 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 deth lueirds nown to ngry of character really opens up Birds fans since the original great opportunities for future game for a new weely ontent develoment whether animated series on ToonsTV, that e another lm whih ovios diret-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 wasnt ust a hit ig fous for the rst half at the o oe it has also of 2017 and our franchise emented ovios ositioning roadma refets 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 theres no dout 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 amee ovios hief movie made us more gender- ommerial er. neutral and now weve got the Weve got a uniue athlings whih is very muh franchise that appeals to a geared towards young girls. wide demograhi ontinues ts een a very eiting year Alex. “The animation and for everyone involved with consumer products target a ovio and its not over yet. younger audiene 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 develoment at ovio will feature says le. he movie was ust important part of our business, the athlings haraters rst the eginning. heres still a ut not our sole fous 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 athlings adoraly “We were very surprised Ffractured attempt at Deck that it was so popular. The the alls sread lie wildre 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 lis and the short lm he arly times on aeoo. 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.