This year, Brand Licensing Europe (BLE) is marking its 25th anniversary. At the same time, a number of properties are also celebrating major milestones. In this ongoing series, we examine the role in-person events and tradeshows have played in supporting the decades-long growth of these brands. 

This week, we speak with Katri Chacona, Head of Brand Licensing at Rovio Entertainment, to discuss the 15th anniversary of Angry Birds.

What is the significance of this anniversary?
It’s a huge milestone! Angry Birds has come a long way in the past 15 years, and we’re thrilled to celebrate its journey. Angry Birds has shown that even a humble mobile game can expand to become a globally known multi-platform entertainment franchise and stay continuously relevant—which is not easy with the constantly evolving and expanding media landscape.

How are you celebrating this milestone?
We’re doing a bunch of exciting things: a billboard in Times Square, special in-game celebrations, new product launches, unique content pieces, fashion collaborations, events in our location-based entertainment venues like parks, and a lot of buzz on social media.

What are the keys to maintaining a property for so many years?
It’s all about transmedia—constantly evolving with new content, games, and brand beats to keep Angry Birds fresh and top of mind.

How has the brand evolved over time?
The evolution has been incredible! Angry Birds started on mobile screens and has since expanded to include two movies (with a third in production), TV series, amusement parks, and a massive consumer products program.

What role have in-person events played in the ongoing growth of your brand?
In-person events have played a huge role. In our industry, building relationships is crucial, especially in content, licensing, and location-based entertainment.

Do you have any memories at BLE, specifically, that illustrate the show’s significance in the story of your brand?
I have so many great memories from BLE! It’s always been a fantastic event where we’ve made meaningful connections and strengthened relationships over the years.