Angry Birds, the mobile game of wingless birds and their battle against egg-stealing, grunting pigs will complete three years of existence later this year and their huge fan base in India now get a chance to touch and feel the brand via licensed merchandise thanks to Dream Theatre, Rovio’s licensed merchandising agency in India. The most popular mobile game in history has already transcended into other platforms, real-life outdoor games and various aspect of popular culture across continents.
140 original licensed products have already rolled in the market across categories ranging from adult apparel, plush toys to stationery and gifts and novelties. This festive season will see a bigger splash with another 350 odd products across Footwear and Footwear Accessories, Kids apparel, Fashion bags, and even Furniture.
The Angry birds licensed products will be available in 600+ stores and at all prominent department and Multi Brand Outlet stores. Among the major players looking forward to push ahead these unique products are the footwear giant Bata, specialty stores like Hamleys, multiband majors like Shoppers stop, Lifestyle, Pantaloon, specialty retailers like Crosswords and Hypermarkets like Hypercity.
The Indian retail market, always sensitive to global trends, has already seen the entry of Angry Birds products but true fans are aware that almost all of them were illegal, unlicensed copies. This is all set to change with the real products now in the grasp of fans in India. Dream Theatre holds licensing and merchandising rights to other iconic brands like Discovery brands, DreamWorks brands, Mister Men, Power Rangers, Warner Bros. brands in select categories, and World Wrestling Entertainment.
Jiggy George, Founder & CEO, Dream Theatre Private Limited, said “The popularity of Angry birds is really phenomenal and the first of its kind for the Indian market where majority of licensed merchandising so far has hinged on TV exposure. This simple and fun game has captured the imagination of fans and we are excited to be the “bridge” for fans- allowing them to own merchandise of this sensational brand!”
The about-to-strike Angry Birds phenomenon is a good indicator of how the Indian retail market has warmed up to the concept of licensing, which is commonplace in the West. And with the popular game hitting retail stores of multiple format this Diwali, it is also bound to make several buyers aware of licensed goods.
Dream Theatre is the agency appointed by Rovio and represents Angry Birds in India for Licensing and Merchandising.