Rovio and SEGA have announced a restructuring of the management behind the Angry Birds franchise, officially unifying worldwide licensing activities under SEGA’s transmedia operations. This strategic shift follows SEGA’s acquisition of the mobile gaming company in 2023 and is intended to consolidate the approach to the brand’s future expansion.
The new operational framework introduces a global strategy covering both consumer products and location-based entertainment. Under this arrangement, the companies will pursue direct licensing relationships in specific priority markets, with a focus on the United States, the United Kingdom, and Japan. To cover other territories, the partnership plans to activate a network of licensing agents. These agents will manage consumer products in regions including the European Union, the Middle East, South Korea, South America, China, India, as well as Australia and New Zealand.
This reorganization aligns with the timeline for the franchise’s next cinematic release. The Angry Birds Movie 3 is currently scheduled to arrive in theatres on 23 December 2026. The companies anticipate that unifying the brand under SEGA’s transmedia expertise will assist in coordinating merchandise and licensed products to coincide with the film’s launch.
Justin Scarpone, SEGA’s Executive Vice President and Global Head of Transmedia, noted that integrating the franchise into SEGA’s framework creates new possibilities for the property:
Angry Birds is an IP cherished worldwide, and this marks an incredible opportunity to explore fresh, innovative avenues to propel the brand to unprecedented heights. By fully integrating Angry Birds into SEGA’s global licensing framework, the combined strength of these organizations is poised to unlock the brand’s true potential. Fans and partners can look forward to a renewed chapter for Angry Birds that’s stronger, bolder, and more supported than ever before.
Hanna Valkeapää-Nokkala, Rovio’s VP of Transmedia, stated that the collaboration directly supports their internal goals for expanding the IP across different formats:
We are incredibly excited about the opportunities that come with uniting our licensing activities with SEGA. This contributes directly to our transmedia goals with the Angry Birds IP. Together, we are more capable of providing amazing experiences, products, and location-based entertainment to even more Angry Birds fans in more locations around the world, and across many different touchpoints.
