By Allison Watkinson
TLL Reporter
SEGA Corp. and Rovio Entertainment have broadened their licensing agreement with WildBrain CPLG to include representation of the Angry Birds franchise across Europe (excluding select countries such as the United Kingdom), the Middle East and South Korea.
The expansion enables WildBrain CPLG to develop licensing programs in those regions spanning publishing, apparel and accessories, toys and collectibles, fast-moving consumer goods, homeware, gifting and novelty categories. The expansion builds on WildBrain CPLG’s existing representation of SEGA properties, including Sonic the Hedgehog, which marks its 35th anniversary this year.
The Angry Birds franchise is based on one of the most successful mobile games in history. It has generated over 5 billion mobile game downloads and maintains 33 million social media followers.
Already a major licensing brand, the timing of this key licensing representation deal precedes the December 23, theatrical release of “The Angry Birds Movie 3” from Paramount Pictures.
The film represents the third installment in a franchise that has already grossed $500 million at the box office. Returning voice cast members include Jason Sudeikis, Josh Gad and Danny McBride, with newcomers Emma Myers and Keke Palmer joining the production. YouTube creator MrBeast will appear as a guest voice.
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“The expansion of our partnership with WildBrain CPLG supports our ongoing efforts to grow Rovio’s Angry Birds franchise through licensing in key international markets,” said Alexander Gomez, vice president of licensing and partnerships at SEGA of America. “By extending representation into new territories and categories, we’re well positioned to support product launches tied to the upcoming Angry Birds Movie 3 in December 2026.”
Maarten Weck, executive vice president of global partnerships and licensing at WildBrain, said the mobile gaming sector continues to expand.
“Mobile gaming continues to surge year after year, and Rovio’s Angry Birds remains one of its original pioneers,” Weck said. “With the next chapter of this hugely successful film franchise on the way, we’re rolling out a licensing programme that taps into the brand’s powerful nostalgia, while engaging a whole new generation of fans. As we continue to strengthen our partnership with SEGA, these new rights unlock exciting opportunities for a fresh wave of Angry Birds merchandise for fans worldwide.”
Tokyo-based SEGA develops, publishes and distributes games for consoles, PCs and wireless devices, along with character merchandise. The company has prioritized transmedia development to expand its intellectual property across multiple platforms.