Since its release in 2009, the game has been downloaded more than 350 million times. The Angry Birds brand now appears on stuffed animals (birds and pigs, of course), iPhone cases, socks, ties, lunch boxes and--within a few years--it will be the focus of a feature film.
Soon, when consumers visit a Starbucks coffee shop and play Angry Birds, the leading scores will appear on a 'leaderboard' in the shop, adding a very public social dimension to the brand.
Another priority for Angry Birds is getting its game onto Facebook, where Zynga's games (such as Farmville) are among the most popular.
The brand's undeniable global appeal has brought unauthorised competition, such as the Angry Birds game at Window of the World theme park in China. Still, with customers buying 1 million stuffed Angry Birds toys each month, demand for Angry Birds offerings looks strong--until the next mobile fad steals the spotlight.
