Venum, the world’s leading manufacturer of combat sports equipment and apparel, have announced its collaboration with Rovio Entertainment Corporation, the creator of Angry Birds, one of the world’s most downloaded mobile games. The collaboration, facilitated by Angry Birds’ global licensing agency IMG, introduces an exclusive line of combat sports and lifestyle products based on the Angry Birds IP.
Through this exclusive collection, Venum and Angry Birds aim to encourage children from 8 to 14 years old around the world to be active, exercise, and release their energy and emotions at home in a fun and safe way. The collection, which includes boxing gloves, bear paws, reflex bags and more, features everyone’s favourite characters from the Angry Birds universe including “Red”, “Chuck” and “Bomb”, as well as the green pigs.
Franck Dupuis, Founder & CEO of Venum, said: “This partnership may seem quite different from Venum’s usual partnerships at first glance, but it fits perfectly into the brand’s partnership strategy. We want to open up to a new target group and at the same time create partnerships that make sense for the brand in terms of values. Beyond promoting performance, Venum has always had the ambition to democratize combat sports to as many people as possible and this collaboration with Angry Birds, the most famous mobile game in the world, makes more sense than ever in this perspective.”
“The Angry Birds brand has always been rooted in activity and movement, which is why this partnership with Venum is such a natural fit,” said Katri Chacona, Director, Brand Licensing at Rovio. “While the birds and pigs certainly have fun at each other’s expense, in the real world we need to find more productive and positive ways to release our energy and emotions. This fantastic collaboration with Venum is all about encouraging kids to get moving and use their energy in a fun and safe way,” she adds.
In addition to the physical products, Venum and Rovio Entertainment have brought a phygital aspect to the collaboration by developing an augmented reality experience that is accessible to all buyers of Angry Birds x Venum products when they scan a QR code on the product packaging. The partnership will also be celebrated in the Angry Birds 2 mobile game, with an event targeting parents who are encouraged to get active with their children. The event will run for two weeks in September in the key markets where the collection is available: US, France, UK, Germany, UAE.
Discover more about Venum’s exclusive Angry Birds collection on venum.com.