 "An Angry Bird inspired Hot Air balloon floats over rice fields and houses during the Philippine International Balloon festival in Lubao town, Pampanga province, north of Manila")
Angry Birds creator Rovio Entertainment Oyj wants to even out the bumps in licensing sales and turn its scowling fowls into a dependable, long-term brand, starting with a second animated feature film this August.
Ahead of “The Angry Birds Movie 2,” the Finnish mobile gamemaker has revamped its licensing program, extending deals with merchandise producers to two or three years from much shorter agreements previously. Rovio plans a regular flow of new content, said Simo Hamalainen, head of brand licensing.
“We want continued, steady activity that is not focused on one single event,” Hamalainen said in an interview at Rovio’s seaside headquarters
