SEGA Expands Angry Birds Licensing with WildBrain CPLG Across International Markets

SEGA Corporation and Rovio Entertainment are expanding their partnership with WildBrain CPLG, appointing the agency as the licensing representative for the Angry Birds brand across Europe (excluding the U.K.), the Middle East, and South Korea.

“The expansion of our partnership with WildBrain CPLG supports our ongoing efforts to grow Rovio’s Angry Birds franchise through licensing in key international markets,” says Alexander Gomez, vice president of licensing and partnerships at SEGA of America.

The deal extends WildBrain CPLG’s existing work with SEGA’s portfolio, which includes Sonic the Hedgehog, and will support a cross-category licensing program spanning toys, collectibles, apparel, publishing, home goods, and more.

“Mobile gaming continues to surge year after year, and Rovio’s Angry Birds remains one of its original pioneers,” shares Maarten Weck, EVP global partnerships and licensing at WildBrain. “We’re rolling out a licensing program that taps into the brand’s powerful nostalgia, while engaging a whole new generation of fans.”