Angry Birds Licensing Merges with SEGA’s Global Operations

Rovio and SEGA announced a major change to how Angry Birds licensing works worldwide. SEGA will now manage global licensing for the franchise through its transmedia operations. This move follows SEGA’s acquisition of Rovio in 2023 and strengthens the long-term vision for the brand.

The companies want to grow Angry Birds across more platforms and territories. They plan to share expertise and expand the IP beyond its current reach. SEGA will apply the same brand-building approach it has used with Sonic the Hedgehog.

The new structure unifies consumer products and location-based entertainment under one global strategy. Rovio and SEGA will still pursue direct licensing deals in key markets. These include the United States, the United Kingdom, and Japan.

To support regional growth, the partnership will work with licensing agents across Europe, the Middle East, Asia, Latin America, and Oceania. This network aims to strengthen local reach while keeping the brand consistent worldwide.

This shift supports a long-term investment in the Angry Birds roadmap. It also arrives ahead of a major franchise moment. The Angry Birds Movie 3 will release on December 23, 2026. The film is expected to drive new licensed products and experiences.

Rovio and SEGA believe this unified approach will strengthen the brand. They aim to improve consistency, create new opportunities for partners, and reach a new generation of fans.