In a nutshell

• Angry Birds licensing merges with SEGA’s global transmedia operations, strengthening brand consistency and reach.
• A new international agent network will expand consumer products and location-based entertainment across key territories.
• The move comes ahead of The Angry Birds Movie 3, set to release on December 23, 2026.

SEGA CORPORATION and Rovio Entertainment have announced a major strategic shift: the Angry Birds brand licensing will now be fully integrated into SEGA’s global transmedia operations.

This move follows SEGA’s acquisition of Rovio in 2023 and represents a unified approach to expanding the Angry Birds universe across consumer products, entertainment, and global partnerships. By leveraging SEGA’s proven expertise in building long-term IP success, as seen with Sonic the Hedgehog, the collaboration aims to unlock new synergies and reach more territories than ever before.

New International Agent Network

To execute this strategy worldwide, SEGA and Rovio will activate a network of expert licensing agents across key regions, including:

• EU
• Middle East
• South Korea
• South America & Latin America
• China & Southeast Asia
• Australia & New Zealand
• India

This consolidated approach ensures brand consistency while opening new opportunities for licensees to collaborate on innovative Angry Birds products and experiences.

Building Toward The Angry Birds Movie 3

The timing of this merger is crucial, as the franchise approaches a major milestone: The Angry Birds Movie 3 is scheduled to hit theaters on December 23, 2026. With SEGA’s transmedia expertise now fully backing the brand, the film is expected to serve as a global catalyst for renewed demand in licensed products and fan engagement.

“By fully integrating Angry Birds into SEGA’s global licensing framework, the combined strength of these organizations is poised to unlock the brand’s true potential,” said Justin Scarpone, SEGA EVP, Global Head of Transmedia.