It's one thing to target consumers old enough to have played a game, but quite another to transfer a parent's interest onto those still confined to the potty.

But that's exactly what Finnish studio Rovio is attempting to do, granting baby product specialist SwaddleDesigns the rights to develop scores of Angry Birds merchandise aimed at the Pampers set.

Birdy burp

It's unlikely the recipients will be aware of the brand, but the move is another part of Rovio's wider blueprint for its franchise - to turn Angry Birds into a global brand for all ages.

"We're in the process of partnering with category leading brands to create products to delight our fans and increase the staying power of our brand," said senior VP of licensing and brand strategies at Rovio, Claes Kalborg.

"With the introduction of Angry Birds Baby, we’re excited to make a foray into the baby gift category with SwaddleDesigns."

The two parties say multiple Angry Birds-branded product lines will be introduced as a result of the deal, including numerous blankets and a baby burp cloth.



Angry Birds plush toys are also set to be given away free to those who place pre-orders to the value of $50 or more.

Baby steps

The wider question that arises, however, is where this goes next?
Angry Birds has already set numerous firsts in terms of branching out beyond the typical realms of a smartphone franchise – t-shirts and, most recently, Gear4 speaker sets – and Rovio has been vocal in its efforts to turn the brand into Disney-sized name.

The developer recently acquired animation studio Kombo with a view to developing an animated movie - a venture backed up by the later addition of former Marvel Studios chairman David Maisel.

The fact Rovio is yet to deliver another hit franchise, however, has led critics to brand the studio as having all its eggs in one basket, though it's understood the outfit is quietly on the hunt for thirdparty IP add to its slender roster.



[source: SwaddleDesigns]