Highlights
- Angry Birds licensing moves under Sega’s global transmedia operations.
- Consumer products and location-based entertainment adopt a unified global strategy.
- The shift supports long-term IP growth ahead of The Angry Birds Movie 3 in 2026.
Rovio Entertainment and Sega Corporation have signed a global licensing agreement placing Angry Birds under Sega’s transmedia licensing operations. Announced Jan. 8, 2026, the move centralizes global licensing following Sega’s 2023 acquisition of Rovio and supports a long-term expansion strategy for the IP (intellectual property).
The agreement unifies consumer products and location-based entertainment licensing under a single global framework. Rovio and Sega will pursue direct licensing worldwide, prioritizing the United States, the United Kingdom, and Japan as part of a long-term brand growth strategy.
The integration supports the original goals of Sega’s acquisition of Rovio, which focused on expanding both companies’ fanbases through shared expertise and cross-platform IP development.
By embedding Angry Birds within Sega’s transmedia ecosystem, the partners aim to align licensing more closely with games, film, and other media initiatives, using a coordinated global approach similar to Sega’s handling of other long-running franchises.
Angry Birds Licensing Strategy and Global Expansion
To execute the strategy regionally, Rovio and Sega will activate a network of specialist licensing agents for consumer products across the EU, the Middle East, South Korea, Latin America, China and Southeast Asia, Australia and New Zealand, and India.
These agents will manage local partnerships while operating under the centralized global licensing plan.
The new structure comes ahead of the release of The Angry Birds Movie 3, scheduled for Dec. 23, 2026, with Sega’s transmedia strategy expected to drive coordinated global licensing around the film.
Rovio VP (vice president) of transmedia, Hanna Valkeapää-Nokkala, said uniting licensing with Sega “contributes directly to our transmedia goals with the Angry Birds IP,” strengthening the companies’ ability to deliver products and location-based entertainment worldwide.
Sega EVP (executive vice president) and global head of transmedia, Justin Scarpone, said fully integrating Angry Birds into Sega’s licensing framework is intended to support long-term brand development for fans and partners.
First launched in 2009, Angry Birds has surpassed 5B mobile game downloads, generated more than $500 million USD at the global box office across two films, and expanded into animation, consumer products, and over 3.5K location-based experiences. With licensing now unified under Sega, the franchise enters its next phase with tighter brand control and coordinated global execution.
