Angry Birds became an international phenomenon within a year of its release, with over 1 billion downloads worldwide and over 8 million (and growing) downloads in India. It was only a matter of time before Angry Birds launched itself beyond the game, into new business areas like merchandising, publishing and media.
DreamTheatre’s aim was to extend the reach of Angry Birds in innovative ways, while still retaining the essence of the brand: fun, clever and almost addictively engaging. DreamTheatre recognised an opportunity to further cement Angry Birds’ place in Consumer India's mind, by aligning the brand to select consumer products, aimed at various segments of potential markets.
DreamTheatre identified 10 licensees, whose products were the perfect brand extensions for Angry Birds. The summer of 2013 saw the launch of 700 products across multiple retail formats, ranging from apparel (teenagers and children) to back to school supplies, footwear, toys, cycles and even furniture!