Angry Birds is not only an incredible mobile phenomenon, it’s also a prime example of some very smart merchandising of a powerful gaming IP.
Developer Rovio has seen its game downloaded more than 500 million times worldwide, but it’s now facing a different challenge in the toy market, as it aims to sell a boatload of plush animals, balls, pillows, key chains and more. Can Angry Birds really sell toys against venerable brands like Star Wars, Sesame Street, Disney’s Princess line and The Smurfs
Alec Kessler of Commonwealth Toys & Novelties, the New York company that in 2010 licensed toy rights, certainly believes in the power of Angry Birds. “It’s phenomenal,” says Kessler. “It’s the app that has turned into a toy. The more downloads the app gets, the more recognizable the toys are.”
The advantage for Angry Birds is that it has such a wide audience. Kessler says the demographic is “3 to 83” and the toys have become a major hit. “Retailers are having a hard time keeping them in stock,” Kessler noted.
Source: The Hollywood Reporter
