Highlights
- SEGA and Rovio partnered with WildBrain CPLG to expand Angry Birds licensing across Europe, MENA, and South Korea.
- The merchandise push targets the December 2026 theatrical release of The Angry Birds Movie 3.
- The partnership will launch new toys, apparel, and collectibles to scale the brand's global commercial reach.
The iconic flock is getting ready to fly onto store shelves in a big way. SEGA and Rovio Entertainment are ramping up the Angry Birds franchise by handing expanded licensing rights to global brand agency WildBrain CPLG. This major strategic move will bring a massive wave of brand-new gear to fans across Europe (excluding the UK), the Middle East, and South Korea. The ultimate goal is to build significant commercial momentum and flood the market with fresh products just in time for the highly anticipated release of The Angry Birds Movie 3, which is scheduled to hit theaters on December 23, 2026.
This expanded partnership sets up a broad, cross-category merchandise push. Fans in these targeted international regions can expect to see the famous birds on everything from toys, apparel, and publishing to fast-moving consumer goods (FMCG), collectibles, homeware, and novelty gifts. By extending representation into new territories, SEGA is looking to significantly scale the commercial reach of Angry Birds, ensuring the brand is everywhere when the new movie drops.
The timing of this merchandising push directly follows SEGA’s 2023 acquisition of Rovio, a move that successfully unified the Angry Birds brand under SEGA's global licensing operations earlier this year. The companies are leveraging an absolute gaming and entertainment powerhouse, as per Pocketgamer.biz.
Since its trailblazing mobile launch in 2009, Angry Birds has surpassed an astonishing 5 billion game downloads. Combine that with a highly active community of 33 million social media followers and a cinematic franchise that has already grossed over $500 million USD at the global box office, and it is clear the brand's enduring, worldwide appeal is stronger than ever.
The Angry Birds Movie 3
Deepening the WildBrain Relationship
This agreement also deepens SEGA’s existing and highly successful relationship with WildBrain CPLG. The agency, backed by the WildBrain family and known for handling hit kids' brands like Peanuts and Teletubbies, already manages the licensing representation for SEGA's flagship mascot, Sonic the Hedgehog. With the iconic speedster celebrating his massive 35th anniversary in 2026, SEGA is clearly doubling down on its most trusted partners to ensure its biggest gaming icons dominate both the digital space and the physical retail world.
Alexander Gomez, Vice President of Licensing and Partnerships at SEGA of America, stated that expanding their partnership with WildBrain supports ongoing efforts to grow the franchise in key international markets. He noted that extending representation into new territories and categories positions them perfectly for product launches tied to the upcoming 2026 film.
Maarten Weck, WildBrain’s EVP of global partnerships and licensing, echoed this enthusiasm. He highlighted that they are rolling out a licensing program that taps into the brand’s powerful nostalgia while engaging a whole new generation of fans, unlocking exciting opportunities for a fresh wave of merchandise worldwide.
