Angry Birds marching into Disney

Content guide: "Angry Birds" around the world one birthday party, let Hyde see the mobile phone business value. In June 2012, Rovio, the developer of the Angry Bird (Weibo), set up an office in Baoshan, Shanghai. According to the plan, the sale of clothing, toys Rovio stores will also appear in the streets of Shanghai and Beijing in July. And soon, the "Angry Birds" theme park in Haining, Zhejiang, will break ground-a theme park similar to Rovio's Serkenyemi theme park in Tampere, a city in southern Finland. The Serkenyemi theme park was officially opened to the public on April 28, 2012. The theme park, run by Rovio and the Finnish playground developer Lappset, covers a half hectare. The Park Center is a large climbing facility called "Children's Adventure". Here, the "Angry Birds" game in a variety of cartoon images everywhere. Children can climb up and down and play and enjoy the fun of outdoor entertainment between crooked safety pipes. How far does this decision span from a game to a theme park? The "Angry Birds" game seems to be too simplistic for the popular gamers who are accustomed to all kinds of games where hundreds of people are involved, or a lot of precision programming PS games, which is just one of countless apps on your iphone. However, the first installation of this application, most people will not be tempted to start a finger repeat slingshot launch action more than 20 minutes, and then, it becomes these people to go to the toilet, such as buses, boring meetings commonly used in a way of diversion. People in the process fell in love with the game protagonist: a group of Angry Birds and a few dull pigs. People's love for these cartoon pigs and birds has fermented the business value of the game itself, and the game is no longer just a game. "A few years later, when people mention Angry Birds, it may not be clear whether it comes from a movie, a comic, a T-shirt, or a game." Rovio CEO Hyde said, and this will also become the game developers Rovio transformation for the Entertainment empire success or failure of the ruler. This is not Rovio's first transformation. In fact, the story of its last transformation has been well known. Thanks to the IPO of Apple's iphone and the free upload game and download-sharing system of Apple's online store, Rovio in a very short time from a struggling gaming generation to the world's leading game developers. This transformation is a change under the pressure of survival, which is the choice under adversity. At the end of 2009, "Angry Birds" on the line, two months after the company to achieve profits, a year after the company to achieve the revenue of tens of millions of dollars, 2011, the number doubled 10 times times the 100 million dollars. At this time for Rovio company, a more logical thinking seems to be to further develop the "greedy little Snake", "angry duckling" class of other games, or into the mobile Internet tour of the kind of unpopular areas,Or mergers and acquisitions of other small game companies to bolster their status as a game empire. However it does not, it chooses again a transformation. In the Enterprise management rule, meets the bottleneck to want the transformation, is the normal train of thought. Without bottlenecks and transitions, it must be proven that there is a greater and more attractive business value. Most entrepreneurs do not think about whether there is a more vibrant and untapped business sector when their businesses thrive, and Hyde didn't think so. But then there were two of accidental events that made Hyde see the greater value of business. In the summer of 2010, the "Angry Birds" on the line six months, Rovio with the new york-based toy manufacturer Commonwealth Toy &novelty Company, launched a series of theme toys. Rovio at the time, this was mainly based on two considerations: first, the promotion of the game to promote a variety of promotional activities need gifts, second, toys can not be small customization, the activities of the large number of surplus products can also be used for sale. Cooperation with retailers is not an internet company's strong point, so Rovio finally chose to sell the toys through E-commerce platform Shopify. Six months later, the 2010 Christmas, the commercial value of these toys is revealed. In the December, the whole of Europe and the United States immersed in a thick festive atmosphere, just as the "Angry Birds" also ushered in its anniversary. This month, Rovio launched the "Bird" clothing, toys, comics, including derivative products sold 600,000 pieces, products are all produced in Zhejiang, China. Fans gather around the Trafalgar Square in London on December 11, 2010, dressed in bird or pig-head costumes and plush toys, celebrating the 1 anniversary of the birth of "Angry Birds" as a carnival of joy. The commercial value of fans, not only Hyde saw, when the vice president of Fox Digital Entertainment Andrew. Starber also noticed that they later met to ferment the second event of the bird derivative industry chain. When Fox is planning a new film "Rio Adventure", Andrew flew from the United States to Finland, hoping to work with Rovio to promote the "bird"-related cartoons. The Fox value is the game propaganda effect, Rovio value is the movie influence, the popular point is the current popular advertisement position exchange. The two sides soon agreed that Rovio developed the "Angry Birds of the Rio Grand Adventure" version, and at Apple's App Store, Fox will get some of the revenue from the Rovio game, with only one condition: the "Angry Birds" brand will appear everywhere the movie is advertised. The seemingly fair terms of cooperation have Rovio picked up a big bargain-and the end result is that many people simply mistakenly assume that Rio's big adventure is taken by the "Angry Birds" developers. March 2011, the Rio version of the bird game online, within 10 days of the time, the game download more than 1000Million times, the Apple App Store is the most box-office game. One months later, the film "Rio Adventure" premiere in North America, the opening of the first week at the box office amounted to 40 million U.S. dollars, the 2011 North American premiere of the most box-office film. Whether the movie craze stimulated the game to download, or the bird effect to pull the box office, to Haidley said no longer important. He is more interested in the cartoon image of the people's enthusiasm. These two events have made Hyde see the brand value of "Angry Birds". No more waiting. Rovio started filming the film that really belonged to him. In July 2011, Rovio invited the Marvel Studio, former chairman of Spider-Man, Iron Man and Hulk, to be the producer of the "Angry Birds" film version. In June of that year, Rovio announced the acquisition of Finnish cartoon studio Kombo. In August, the bird published its first book, a comic book cookbook, and plans to publish a series of textbooks for children aged 4 to more than 10 in Finland. At the end of 2010 Rovio began operating shop (web site shop.angrybirds.com), sales of clothing, toys, gifts and daily necessities and other derivative products, the current network sales can cover 200 countries around the world. In China, "Angry Birds" also have a huge user base. Just after the Spring Festival of 2012, the official flagship store of "Angry Birds" officially landed on the day cat (Weibo). Hyde said the current "Angry Birds" derivative income has accounted for one-third of the company's revenue, the company plans in the more lucrative entertainment and film industry. "We have seen how Disney built its vast entertainment empire on a series of powerful cartoon images," he said. Its pattern is the model of our future development. "said Hyde. One day in June, Hyde, a representative of Finnish entrepreneurs, came to Monaco to participate in the annual entrepreneur selection, is talking with reporters, Hyde suddenly was a large American middle-aged woman grabbed, the person claiming to be "Angry Birds" fans, ask where can buy Hyde body of the big Red Bottom bird head hat shirt, and said to give the daughter. "On our shop!" "Hyde sounds so adept at such a problem that the brain can answer."