Independent licensing group Maurizio Distefano Licensing, which has been appointed as licensing agent in Italy for Angry Birds, has announced even more licence agreements for the property in the Italian market.
The globally successful video game and brand, created and owned by Finnish computer game developer Rovio Entertainment, is set to reach screens worldwide as a major film in May.
The latest license agreements are with some of the best-known Italian companies in their fields across a number of important product categories. They include Angry Birds-themed soaps, shampoos and other personal grooming products from children’s health and beauty products provider Admiranda; hats and scarves from accessories giant Jaxo Tirabasso; carnival costumes depicting the characters of the movie from dress-up specialist Joker; balls and beach items from Mondo, a major name in sporting goods and outdoor toys; and a brand-new apparel collection inspired by the movie and its characters from Sicem, a producer of high-quality licensed and own-label apparel.
All these ranges will be launched to coincide with the Angry Birds film release. The latest license awards are in addition to numerous licensing categories that have already been announced, including gifts, accessories, confectionery and kitchenware.
The core market for Angry Birds products, 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.
The staggering success of Angry Birds — the number one downloaded app of all time — has turned the game, in which multi-coloured birds try to retrieve their eggs from a group of hungry pigs, 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 under way across a large number of categories.