In order to boost its Gaming category, toy maker
) cut a deal with Rovio Entertainment to develop toys and
physical games modeled on the Angry Birds brand. Following the
deal, Hasbro is now the premier toy licensee for Angry Birds.
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Angry Birds - developed by Finland-based computer game developer
Rovio Entertainment - is one of the world's most sought-after
entertainment brands. Since its launch in 2009 as a mobile
) iOS, Angry Birds went viral and expanded its presence in other
categories like consumer products, animation and publishing.
We believe that the deal is strategically positive for Hasbro.
Angry Birds' huge acceptance made it a lucrative target for
Hasbro. Hasbro's Games and Puzzles category began stabilizing
since third-quarter 2012, after posting sales decline for seven
consecutive quarters. Revenues at the games category grew 26.9%
to $230.9 million in the first quarter of 2013. Angry Birds Star
Wars game was one of the key elements to support the growth
Things are looking up for Hasbro with Angry Birds Go property
scheduled to be released this year. We believe, Hasbro's new
arrivals are expected to take the market by storm. In such
a situation, the furthering of Rovio deal will allow Hasbro to
boost its gaming initiatives further.
The Angry Birds brand will also undergo innovations in different
formats. In Mar 2013, Rovio released Angry Birds Toons, a weekly
animated cartoon series distributed through Angry Birds games, TV
broadcasters and on-demand networks while a full-length animated
Angry Birds movie is slated to release on Jul 1, 2016.
Hasbro currently carries a Zacks Rank #2 (Buy). Some other gaming
stocks that are currently worth a look include
Electronic Arts Inc.
LeapFrog Enterprises Inc.
), both carrying a Zacks Rank #2 (Buy).