This afternoon at the ChinaJoy conference in Shanghai, Rovio Mobile announced a Chinese-themed update to its Angry Birds Seasons app, as well as merchandising such as the Angry Birds mooncakes pictured below.
The update relates to the upcoming Chinese Mid-Autumn festival that celebrates the largest moon of the year, accompanied by the eating of mooncakes. Rovio says the update will come in early September, with China getting the world exclusive early release – it’ll be just before the lunar festival which this year falls on September 12th.
It’s part of a big push by Rovio Mobile to create a brand around its most popular series of games, and to also make itself into a broad-spread entertainment and lifestyle product company.
Speaking at the event, Rovio’s Peter Vesterbacka said that they really wanted to create a specially-tailored product for Angry Birds fans in China – hence the decision to go with mooncakes, rather than the more ordinary plush toys. He added:
China for our company is the world’s second largest market. We hope to really fit into China.
Rovio has already launched a line of Angry Birds-branded clothes and sports shows (see the above image) which are for sale online (take a look here) in an exclusive tie-up with e-commerce site LeTao.com.
[UPDATE: After the event, we’ve added the embedded PDF ofrom Rovio (below) and some official artwork (top)]
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