The Angry Birds franchise is entering a new era of global expansion. Rovio and SEGA have officially announced that Angry Birds’ worldwide licensing operations are now fully integrated into SEGA’s global transmedia licensing framework, marking a major strategic step following SEGA’s acquisition of Rovio in 2023.
This move unifies the management of one of gaming’s most recognizable brands under SEGA’s proven global licensing and transmedia expertise, setting the stage for aggressive international growth across consumer products, entertainment, and experiences.
A Strategic Evolution for the Angry Birds Brand
The integration aligns directly with the original goals of SEGA’s acquisition of Rovio: expanding fanbases, sharing expertise, and accelerating the cross-platform growth of Rovio’s intellectual property.
By bringing Angry Birds licensing under SEGA’s global operations, both companies aim to replicate the long-term brand success SEGA has achieved with iconic franchises like Sonic the Hedgehog. The unified structure allows for deeper collaboration, stronger brand consistency, and greater access to international markets.
Unified Global Licensing for Consumer Products and Entertainment
Under the new model, Angry Birds licensing will follow a consolidated global strategy spanning:
- Consumer Products (CP)
- Location-Based Entertainment (LBE)
This structure enables Rovio and SEGA to pursue direct licensing partnerships worldwide, with particular emphasis on key markets such as the United States, United Kingdom, and Japan—while maintaining flexibility to scale across emerging regions.
New International Licensing Agent Network Announced
To support regional execution, SEGA and Rovio are activating a new global network of specialized licensing agents. These partners will manage consumer product licensing across major territories, including:
- European Union
- Middle East
- South Korea
- South America and Latin America
- China and Southeast Asia
- Australia and New Zealand
- India
This approach ensures local market expertise while maintaining a consistent global brand vision.
Rovio and SEGA on the Future of Angry Birds
Hanna Valkeapää-Nokkala, VP of Transmedia at Rovio, highlighted how the integration supports the franchise’s long-term ambitions, emphasizing expanded reach across multiple touchpoints—from products to experiences and beyond.
Justin Scarpone, SEGA EVP and Global Head of Transmedia, described Angry Birds as a globally cherished IP and noted that fully integrating it into SEGA’s licensing ecosystem unlocks new creative and commercial opportunities for partners and fans alike.
A Major Year Ahead with The Angry Birds Movie 3
The timing of this strategic shift is no coincidence. 2026 is set to be a landmark year for the Angry Birds franchise, with The Angry Birds Movie 3 scheduled to premiere in theaters on December 23, 2026.
With licensing now centralized under SEGA’s transmedia operations, the upcoming film is expected to act as a major brand catalyst—fueling demand for new, innovative licensed products and location-based experiences around the world.
Strengthening Long-Term Brand Growth
Rovio and SEGA view this unification as a cornerstone of a long-term investment in the Angry Birds brand roadmap. The new structure is designed to:
- Enhance global brand consistency
- Unlock new licensing opportunities
- Support partners with stronger infrastructure
- Introduce Angry Birds to new generations of fans
Together, the companies aim to ensure the franchise remains culturally relevant and commercially successful for years to come.
Additional information can be found at www.rovio.com/licensing
