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Angry Birds merchandise like plush toys and T-shirts are raking in tons of cash for Rovio  (Source:
Rovio is currently raising a round of funding that could value the company at over $1.2 billion

Who knew flinging different birds at little green pigs could be such a hit?

Angry Birds developer Rovio -- that's who.

Rovio Mobile General Manager Andrew Stalbow announced yesterday that gamers have downloaded Angry Birds more than 350 million times, according to CNN. This is 150 million more downloads than when Fortune last checked in June, and over triple the number of downloads since last March.

Stalbow also noted that mobile users play the game for more than 300 minutes each day collectively.

The game has been a great success ever since its December 2009 release, but there is much more to its success than just downloads: merchandise like shirts and plush toys have become a hit as well.

Rovio began selling Angry Birds plush toys in December 2010. As of March 2011, they sold about 2 million of them. Now, they're selling one million plush toys each month, and they're selling one million Angry Birds T-shirts monthly as well.

But wait, there's more -- Stalbow, a former Fox Entertainment executive, is expanding the game into a multimedia franchise that includes deals such as the one Rovio locked with 20th Century Fox. Rovio was able to release a "Rio" version of Angry Birds along with the movie to as a way to get in on the movie's popularity.

"People in Hollywood are really surprised with the quick acceleration in the way consumers engage with entertainment on their mobile phones," said Stalbow. "There will be some interesting entertainment partnerships that will hopefully take what we had from [Angry Birds Rio] to a totally different level."

According to Stalbow, Rovio's short films on YouTube alone have more than 170 million views.

In addition, Tech Crunch reported that Stalbow has been considering launching Angry Birds on Facebook in the future.

"Facebook has actually been a massive platform for us, even though we haven't created a game on there yet," said Stalbow. "In terms of launching a game on there in the future, yes, absolutely, that's something we'll be talking about in the near future."

Rovio will continue to focus on Angry Birds as a franchise. It finished raising its last round of money at $42 million last March, and is currently raising a round of funding that could value Rovio at over $1.2 billion.

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350 million people play crap games
By chmilz on 9/13/2011 2:05:30 PM , Rating: 4
It's confirmed. Angry Birds is boring.

RE: 350 million people play crap games
By XBMCFan on 9/13/2011 2:19:48 PM , Rating: 3
If by "crap games" you mean "while taking a crap", then I agree with you.

Personally, I think they got the "simple yet addictive" formula correct on the game, and I find it entertaining.

By Manch on 9/13/2011 3:23:29 PM , Rating: 2
yeah, I'd rather read a car mag. When I lived in the dorms, I had two conveniently placed mirrors that let me play xbox or watch TV lol.

Angry Birds was entertaining for a bit, but it got boring. There's no variety between the 3 "different" versions. People complain about sequel-itis with console games & movies but for some reason eat this $h!t up. Angry Bird $h!t that is.

By FaceMaster on 9/13/2011 5:05:50 PM , Rating: 2
Yes. YES. Go on a flash games site, and 95% of them WILL be bad. But some are good. Addictive. Fun. And you'll end up having a couple of hours of mindless fun playing them. There's more to making fun games than just including the latest graphics and a deep story-line.

RE: 350 million people play crap games
By Brandon Hill on 9/13/2011 2:24:52 PM , Rating: 2
Hey, speak for yourself. I'm hooked and have all three games (Angry Birds, Angry Birds Seasons, and Angry Birds Rio).

I find them to be a great time waster (I've got three stars on all levels), and I can play the games just about anywhere.

I play Angry Birds at least a few times a week. I haven't played a game on my PS3 or Wii since December.

RE: 350 million people play crap games
By chmilz on 9/13/2011 2:31:02 PM , Rating: 2
That must be the difference. I don't waste time, therefore I have no use for boring crap like Angry Birds.

RE: 350 million people play crap games
By mattclary on 9/13/2011 2:54:06 PM , Rating: 2
If you never have a few minutes in your life in which you are waiting for SOMETHING, you are either blessed or cursed, not sure which. I spent 20 minutes playing Angry Birds last night while I waited for an elderly customer at a rest home to finish dinner.

Until you have sat on a couch in an old folks home for 20 minutes, you don't have much to say about wasting time. Thank god for Angry Birds.

By chmilz on 9/13/2011 3:09:11 PM , Rating: 2
I have spare time. I just don't "waste" it. I play good games that I want to play, not crap just to pass time.

By wordsworm on 9/18/2011 3:14:53 AM , Rating: 2
How can you not call this post of yours a waste of time?

RE: 350 million people play crap games
By TSS on 9/13/2011 8:28:54 PM , Rating: 2
Now this doesn't have to be true. Angry birds = crush the castle + marketing. I played that game, it was fun for the time it lasted, which was about an hour if you include tries to kill the castle with a one shot hit (even if gold medal was 2 hits or more). I'm sure angry birds is fun for a little while as well.

The hype however is totally misplaced. Really, it's just a flash game, and a childish one at that. The only reason it ever got so big is because the iphone doesn't support flash and thus, can't play the hundreds of (fun) games angry birds is based on.

Don't ask the general public to understand that, however.

Angry Birds - the Return in 3D
By Smartless on 9/13/2011 3:26:59 PM , Rating: 6
For some reason the title of this article made me think they were trying for a full-length feature movie. I cringed at the thought but read the article... Could you imagine the movie? For some reason I think like Jason Statham as Angry Red Bird, Jet Li as the little yellow one, and Sylvester Stallone as the blue one... hmmm the Expendables?

RE: Angry Birds - the Return in 3D
By Manch on 9/13/2011 3:43:29 PM , Rating: 2
Angry Birds the Movie?

Ha! That makes me think of an Hen Party I saw go out of control in Bury St Edmunds once lol. It was awesome! never saw so much boobs & beers flying around a bar in my life!

300 minutes?
By Lifted on 9/13/2011 3:50:24 PM , Rating: 2
Stalbow also noted that mobile users play the game for more than 300 minutes each day collectively.

What are you trying to say here? I'm pretty sure it's more than 300 minutes per day combined for so many users. I'm also sure that each user isn't playing for 5 hours each day.

RE: 300 minutes?
By tjvanpat on 9/13/2011 4:23:51 PM , Rating: 2
I agree, that is a strange statistic to throw out there. If it's true, (which I believe it's a little low, considering the user base), then each person averages just 51usec/day playing the game. That's not something to be proud of, since it likely means most people played it once and then never again.

Why, oh why, oh why
By Dr of crap on 9/13/2011 4:22:38 PM , Rating: 2
Why do people just have to have what everyone else has?
I will NOT download this app.

And just what we need is more CRAP to be thrown away in 6 months to a year.

Ever heard of reducing waste? This is not how you do it!

By lolmuly on 9/13/2011 4:28:27 PM , Rating: 2
I still say this game is just a crappy ripoff of bloody penguin throw. Bloody penguins are so much cooler.

"It's okay. The scenarios aren't that clear. But it's good looking. [Steve Jobs] does good design, and [the iPad] is absolutely a good example of that." -- Bill Gates on the Apple iPad

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