Rovio Entertainment forms a new Brand Licensing Unit as it gears up for a second Angry Birds movie and readies licensing for non-Angry Birds products.

At the same time, Rovio promotes Simo Hamalainen to Senior VP for Brand and Licensing, a new post that will manage consumer products, including toys and location-based entertainment, as well as content licensing involving movies, books and comics. The Brand Licensing Unit was formed in April and has about 40 employees in Finland, U.S. and China that report to Hamalaien, says a Rovio spokeswoman.

Meanwhile, Rovio hired Evolution to head up licensing for its brands in the U.S., a move that represents a return to an outside agent. Evolution will focus on characters from 2016’s The Angry Bird Movie, including a distinct program built around the Hatchlings. Striker Entertainment oversaw licensing for the Angry Birds when the game was first released in late 2009.

The changes come as Sony Pictures Entertainment sets a Sept. 20, 2019 release date for a movie sequel. Among the non-Angry Birds properties presumably being primed for licensing will be the new “Battle Bay” boat battle mobile game that was released earlier this month. Rovio also is creating a licensing program for Toonbox Animation’s “Kit ‘n Kate” series.

Rovio’s Brand Licensing Unit’s earnings before interest and taxes (EBIT) loss for Q1 ended March 31 narrowed to $769,583 from $2.9 million a year earlier as revenue more than doubled to $10.6 million. In games, EBIT profit jumped 65% to $9.6 million as revenue nearly doubled to $62.2 million. Overall, Rovio’s EBIT profit more than tripled to $5.7 million as revenue rose 65% to $72.9 million.

Contact:

Rovio Entertainment, Alex Lambeek, Chief Commercial Officer, +358 40 667 1984, alex.lambeek@rovio.com