New deals see Rovio break the 500 partner barrier for Angry Birds licensing

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New deals see Rovio break the 500 partner barrier for Angry Birds licensing

Plenty of people are predicting the slow decline of Rovio.

The nest of Angry Birds is fighting back, however.

At the International Licensing Expo in Las Vegas, it's announced another raft of partners, taking its official base to over 500 companies.

New deals include mobile and console game accessories with PowerA, "hydration and storage containers" with Thermos, candy dispensers with Pez, multivitamins for children with Natrol, and inflatables and Halloween costumes thanks to Gemmy Industries.

Got your bird?

Rovio also highlighted its extensions to the brand, including forthcoming game Angry Birds Go! and a new pink female-friendly bird, Stella.

Indeed, the company says it will be "heavily concentrating on strengthening its strategic brand management, brand and retail marketing, and licensing operations" during 2013.

"We are thrilled to have these companies onboard with us," said Naz Cuevas, SVP, global consumer products licensing, Rovio, who will head up these efforts.

"We are committed to developing great products for our fans with our dedicated partners, resulting in even deeper retail integrations."

Jon Jordan
Jon Jordan
A Pocket Gamer co-founder, Jon can turn his hand to anything except hand turning. He is editor-at-large at which means he can arrive anywhere in the world, acting like a slightly confused uncle looking for the way out. He likes letters, cameras, imaginary numbers and legumes.