By Allison Watkinson
TLL Reporter
Rovio and Merlin Entertainments have partnered to deliver Angry Birds-themed experiences at Sea Life locations across the UK.
Facilitated by IMG Licensing, the collaboration will offer an interactive walking experience that uses characters from Angry Birds to teach kids and families about the ocean.
The themed activations will focus on providing visitors with crucial information about marine life and ocean conservation.
Attendees of the interactive Angry Birds trails will also receive a special certificate that marks their participation in the experience.
Taking place throughout this summer, the experiential events have already kicked off at Sea Life’s locations in Great Yarmouth and Birmingham.
Further launches are scheduled at Sea Life locations at Loch Lomond from June 28 to July 13, Blackpool from July 5 to 20, Manchester from July 25 to August 10, Brighton from August 2 to 17 and Scarborough from August 23 to September 7.
These new UK-based events follow several successful Angry Birds activations at Merlin Entertainments other Sea Life locations across Europe.
This partnership marks the latest sustainability-focused venture for Rovio and its Angry Birds brand, which has been actively engaged in a variety of environmental projects in recent years.
These projects have included serving as a founding member of the UN’s Playing for the Planet Alliance, a 2024 Birds Helping Birds initiative with EarthDay.org and more.
Since its initial launch as a mobile game in 2009, the Angry Birds franchise has expanded to include a broad range of games, animated content, publishing, licensed consumer products and more.
The licensing rights to the Angry Birds franchise is owned by Rovio Entertainment and its parent company, Sega.
IMG Licensing brokered the partnership with Sea Life as the official licensing representative for Rovio’s Angry Birds franchise.
Part of the WME Group, IMG Licensing is a global agency that specializes in managing licensing programs for global brands, trademarks and intellectual property.
The agency provides a full selection of brand expansion services for clients across the business, entertainment, fashion, food, gaming and sports industries.
Merlin Entertainments is a global company that specializes in creating live and experiential family entertainment destinations in locations around the world.
Rovio Entertainment is a global interactive gaming company that specializes in creating, developing and publishing mobile games and entertainment IP.
Image Courtesy of Rovio Entertainment.
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