LEGO to launch Angry Birds building sets

Posted by ,

Hot off the press from ToyWorldMag:

Rovio has announced a partnership with The Lego Group to develop a line of Angry Birds construction toys.

The toys will be available in spring 2016 to coincide with the release of The Angry Birds Movie.

Pekka Rantala, chief executive officer of Rovio, commented: “The Lego brand has an unparalleled ability to connect with people through products that spark creativity and imagination. We’re really excited to build experiences together with this amazing best-in-class partner.”

Jill Wilfert, vice president, licensing and entertainment, The Lego Group, added: “We are excited to bring Angry Birds to life in Lego form, given the popularity of the game and its characters with fans of all ages. We seek partnership with globally relevant properties that offer a unique and rewarding play experience to our fans, and our designers are having fun developing building sets that leverage the engaging play and deconstruction found in the Angry Birds game.”

Further details about the collection, available in spring 2016, are yet to be unveiled.

Thanks to Matt at automatticcomics for the news.

76 comments on this article

Gravatar
By in United Kingdom,

Not my thing but seems a logical tie-up, given the considerable crossover in the both target audiences.

Gravatar
By in Belgium,

no..please no.. just don't..or make it a one off, duplo thing..please

Gravatar
By in Germany,

I got a feeling this is just an overly hyped level pack for LEGO Dimensions.

Gravatar
By in Netherlands,

I think the LEGO licences are a good thing, but now they I'm getting lost in too many licenced lines. Sometimes a game/show needs to stay what it is...

Gravatar
By in United Kingdom,

It won't be Duplo, the age range is all wrong. For the first time in ages I have pretty much no interest in this theme. Most themes that I don't like the source IP I normally have thoughts about potential parts etc that could be useful. but these...nope.

Gravatar
By in Serbia,

Hasbro tried a Transformers / Angry Birds crossover which failed miserably. The Angry Birds franchise is pretty much dead, this is a horrible business move.

Gravatar
By in United States,

I have a feeling this will be a massive flop. If it is a single set, or a dimensions level pack, okay, but if not… I wonder if they will be somewhat like CMF series.

Gravatar
By in United States,

Surprised. Angry Birds jumped the shark long, long ago.

Gravatar
By in United States,

Yeah . No thanks. My nine year old has moved on from Angry Birds to Plants V. Zombies and World of Goo. I honestly think LEGO missed the boat on this. A year ago? sure. Today? No.

Gravatar
By in Australia,

This is flipping great! Imagine building your own environment, this would be 3d, because yo're building this in your living room, make a catapult/ ballista using technic, then topple the blocks. Fun for all the family! Heck you can do this now, but with the Angry Birds to set the context, this would be fantastic fun! Every arena you build will be different too, as easy or as hard as you like, challenge your children to topple your creation!

Ugh, I'm already writing the marketing blurb for lego :/

Excitement aside, this is indeed a risk for lego:
http://time.com/3750618/angry-birds-rovio-profits/

Wonder how expensive the Angry Bird Movie tax and the Australia tax will be. Hopefully won't be slugged as much as the LR, TMNT, JW movies' tax :(

Gravatar
By in United States,

Judging by how previous Angry Birds toys sold (Star Wars, Transformers), I don't think this is going to do that well.

Gravatar
By in United States,

Way to miss the boat LEGO. I SWEAR IF THIS WAS POSTED TWO MONTHS AGO I WOULD HAVE THOUGHT THIS WAS A BAD APrile Fools Day joke.

Gravatar
By in United Kingdom,

Well they did say it was a tie in with the release of the movie, so who knows...

Gravatar
By in Germany,

I dont like the way Lego is heading with their Licensing Strategy one bit.

Gravatar
By in Sweden,

Oh, please don't. This seems completely unneeded...

Gravatar
By in United Kingdom,

Best news is if they turn out to be reasonably priced part-packs full of interesting colours and elements. But it's licensed so what are the odds of that?

Gravatar
By in Australia,

Lego sets don't fall apart easily enough to recreate Angry Birds. You'd have to put tiles all over your bricks to have any chance. Even then, all of the bricks would have the same density, so the rope, glass, wood and concrete in the game will all be represented by a single kind of plastic in Lego form.

Even if they can make it work in terms of design, I agree with others here that the Angry Birds fad is long over and this theme is going to be a flop. I knew the fad was past its peak when Angry Birds Star Wars was released. Yet another way the Star Wars brand has been damaged.

Gravatar
By in United States,

I usually scoff at people who complain about all the licensed themes, but... I think this is crossing the line. Angry Birds don't need a movie, and they certainly don't need Lego sets. This sounds like a bad Lego Ideas set.

Gravatar
By in United Kingdom,

It seems like a bad idea to me, but then it'll probably turn out to be a good seller if done right. Lego sells, and kids still love Angry Birds.

^^ Lego sets can fall apart easily if designed to. For example, the Ice Tower #70106 in the Chima Speedorz range is stable enough to build, yet collapses easily with a blow to the side.

Gravatar
By in Australia,

whoa LEGO calm down! How many licences are you making? LEGO Big Bang Theory and now Angry Birds?? O_o

LEGO is taking over everything, LEGO IS ILLUMINATI

Gravatar
By in United States,

I'm guessing that Rovio came begging to Lego with a licensing deal that Lego couldn't pass. Lego has the leverage with Angry Bird sales dropping and Lego will probably drop licenses like Scooby Doo or Jurrassic Park or Minecraft next year. Tmnt and Lotr are already done.

Gravatar
By in United Kingdom,

I hear the next license is a 'lego' one and you will be able to buy a set so you can make lego sets out of lego.

Gravatar
By in Germany,

DOA

Gravatar
By in United Kingdom,

It think Lego has so much power now they are getting some of these licensing at a very low cost, I thinking Simpsons here and now angry birds. I will pick up one set to add to my cartoon/computer game collection but only one set.

Gravatar
By in United States,

This deal might have made sense 3-4 years ago, but this is way too late in the game. Not to mention that there already exist a bunch of Angry Birds board games that you build with plastic pieces and try to knock over. (www.amazon.com/s/?keywords=angry+birds+board+games)
Yes, Lego will make that a better experience since you would have exponentially more ways to build things to known down with a catapulted bird, but it's pretty much already been done to exhaustion and I don't see this idea doing well because of that.

Gravatar
By in United States,

More wasted shelf space.

Gravatar
By in United States,

I guess LEGO thinks they'll make a lot of money off of this and Rovio believes that Lego will save their company by repopularizing them. But I think LEGO is going license crazy and sometimes I wish it was 2003 with a really good line of sets (IK LEGO was failing then but...)

Gravatar
By in United States,

GIR, it's worst than wasted shelf space. LEGO can only make so many blocks at one time, and have had issues keeping up with demand, so now they are wasting LEGO machine time on this 'theme'.

Gravatar
By in United States,

If they made one set with all the birds like a huge Angry Birds brick box for $50, that I would totally buy. However, the movie is completely unnecessary and I have serious doubts about this line.

Gravatar
By in United States,

Angry Birds is still relevant in 2015/2016?

Gravatar
By in United States,

First minecraft, now angry birds? pretty soon lego will be making plants vs zombies and other child-aimed mobile/computer games

Gravatar
By in Belgium,

I don't like the idea of trowing lego at each other. If it's in duplo, it doesn't bother me.
The Angry Birds hype is over so don't make it. Please!!!

Gravatar
By in United States,

People still play angry birds?

Gravatar
By in United States,

This license would have been a great idea 3-5 years ago, when angry birds was still in its prime, but now that it is obviously not nearly as popular of a game, I can see these sets being major shelfwarmers

Gravatar
By in United Kingdom,

I am very sad about this! Lego just seem to be making everything.. At first it was a good thing, Star Wars, Disney.. But now it's just getting sad!!

Gravatar
By in Taiwan,

I'm surprised that they got the K'Nex license, would that say Super Mario and Zelda would eventually go to LEGO one day? And also, Hasbro currently works with Telepods but they don't do Kre-O AB?

AB is obviously a neat choice for LEGO. I'd like to collect all AB characters, expecially the Stella's cute friends from Golden Island would appeal more girls to play LEGO.

Gravatar
By in Sweden,

I don't get people saying that AB movie is not needed. I mean, have you looked at the shorts they have been making for quite a while, they are great, especially the Bad Piggies ones. There was mention in finnish paper today about the deal and there was a comment that Lego was lukewarm initially but warmed up once they saw the film (or probably portions of it).

Gravatar
By in United Kingdom,

I love the barely supressed sense of outrage that Lego is licensing a line for a game that is primarily aimed at children. It is almost as Lego is primarily aimed at children as well.

Gravatar
By in Canada,

I'm not suprised given Lego's love affair with catapults (seems there is one in every set) lol

Gravatar
By in United States,

The existing Angry Bird physical products usually involve a loose structure and a catapult. It seems pointless to have Lego simply recreate that product. The Lego version must have a direct tie-in with the movie and a 1.5 hour movie obviously must have more plot and DIALOG compared to their 5-minute shorts. It'll be like the Curious George movie where the Man with the Yellow Hat gets a name. Well, at least they didn't make the monkey talk... uh, talk more than he usually does.

The birds will likely need to go on some journey and the sets will reflect the locations visited and may feature some breakaway action-sections. What I'm not sure about is how the birds will be created in Lego-form. They are pretty compact and simple, so a brick-built version may not work. They are not humans, so you can't just slap a new head onto a minifigure body. If they create the body as a new mold, then won't they just be like the ones that come with existing Angry Bird products? And if you are suppose to catapult them, then they would need to be made of rubber and look even more like existing products.

Best bet is to print their likeness on Duplo bricks and be done with it. :)

Gravatar
By in United Kingdom,

Wow. Isn't Angry Birds merchandise all a bit Primark Xmas 2012? I'm now predicting a Crossy Road theme for Summer 2020...

Gravatar
By in United Kingdom,

A licence too far...?

Gravatar
By in United States,

Ok? 'Wow' *claps hands*

Gravatar
By in United Kingdom,

Wow. I suspected LEGO would do something like this one day, and now it's official.

I play all of Rovio's Angry-Birds games, and I look forward to seeing what LEGO can do with it.

And for everyone who isn't too keen on this idea - if you don't like it, MOD it to fit your taste.

Gravatar
By in United States,

Initial response to headline: Why? Response to Angry Birds movie: Are you friggin' kiddin' me?!!

As many before me have already pointed out, Angry Birds is dead! I work at a retail store where we can't even sell boxes of Angry Birds candy for $1.00!

Gravatar
By in United States,

What's next LEGO candy crush?

Gravatar
By in Canada,

@legomaniac: I don't know, that one might actually be creative. Especially if it was based off of some weird candy making factory where the Minifigures were candy themed characters/creatures that had to destroy an army of cavity making tartar monsters who were infesting the candy... Er, or something better than that maybe.

As far as this is concerned. I guess K'Nex doesn't want to keep licenses away from competitors. I'm surprised LEGO would want this license, if only because it is a bit tricky to make true to the game. Especially if they aren't making new sculpt pieces for the characters.

Gravatar
By in United Kingdom,

Of course an AB theme was needed - now Lego have another use for those stupid superhero jumpers.

And if the Angry Birds set is constructed like the new Marvel Sandman set, only a slight nudge will send the whole scene tumbling down.

Gravatar
By in Canada,

OMG THIS IS AMAZING. IM SO HYPED. I HAVE PLAYED SINCE 2009 AND FINALLY THEY MAKE THE BEST LEGO THEME EVER! THANK YOU ROVIO, THANK YOU!!!!!!!!!!!!

Gravatar
By in United Kingdom,

Well, I have no idea what appeals to children these days. I know what my gang like, and angry birds is just not there. That being said, I don't mind one less line that I don't have to look at.
Lego is not an "early adopter" company, they're a "fast follower". Well, fast-ish (Scooby-Doo is only decades old). The movie might work (how did Moshi Monsters do?) And they're unlikely to go all-in on such a line so I don't worry about profit margins.
Ultimately, I know Tungster830 is not being sarcastic, so I'm happy for him and not bothered about anything else.

Gravatar
By in United States,

This is ridiculous....
Angry Birds and LEGO are complete opposites. One has you building stuff and being creative. The other has you destroying everything in sight on a rampage of revenge.
I don't have anything against videogame LEGO sets, but this seems like they are just grabbing every license that a kid happens to have used. Portal, Scooby Doo, Star Wars, Harry Potter, Minecraft, Back to the Future, Big Bang, Jurassic World,
IT'S GETTING TO THE POINT WHERE IT'S ALL BECOMING LICENSES!!
Now licensed sets aren't bad. Heck, they get more people to know what LEGO is. And don't get me started on prices!

Gravatar
By in United Kingdom,

Oh dear...

Gravatar
By in United States,

I haven't played Angry Birds in over 2 years. Unless the sets include some irresistible pieces or some amazing MOCing potential, there's no way I'll be buying these.

Gravatar
By in Australia,

They decide to make Angry Birds over continuing LOTR and the Hobbit? Well done Lego, well done :(

Gravatar
By in United Kingdom,

There was a point when I saw loads of people walking around in Angry Birds clothing, where now you see pixelated Minecraft duds. Minecraft was a weird, but good licensing move by TLG. This however, judging by all the comments, would only have a redeeming feature of being a 'parts pack'.

That Moshi Monsters movie was much better placed in terms of popularity but even that flopped. I even remember it only being in my local cinemas for seemingly 1 week before disappearing. Of course elsewhere that may not be the case.

There's a Warcraft movie coming out - anyone for that in Lego form....

Gravatar
By in Netherlands,

As long as they're gonna be some sort of Birds-y type (set 21301) construction sets, then yes. Otherwise, no.

Gravatar
By in United States,

It's a little too late for an April Fool's joke. It's June 8.

I thought someone else already did, K'Nex if I remember correctly.

I thought the fad of Angry Birds was long gone.

Gravatar
By in United States,

LEGO has officially 'jumped the shark'.

Gravatar
By in United States,

They missed out on Legend of Zelda 3 times.....

Yet they go with a dead series?

Gravatar
By in United States,

2 years late, or 20 years early. I am sure I would buy nostalgic Angry Birds sets 20 years from now just like I gobbled up all of the other nostalgia sets like Ghostbusters and Back to the Future, but right now is just bad timing.

Gravatar
By in United States,

As others have said, I think they kinda missed the boat. That said, I have a soft spot for Angry Birds and appreciate it for its place in video game history. It really is the Super Mario Brothers of this generation (and having grown up in the 80's, it somewhat pains me to say that, but it's absolutely true).

Depending on what format this takes, I'll probably buy a set or two. If it's an action thing, flinging birds, probably not, but if it's, say, a model of red on a display stand, I'd certainly go for that. Or something like the Star Wars Planets series.

I love the marketing lingo... not "destruction" but "deconstruction." The birds are simply undoing what the pigs built, not destroying it.

Gravatar
By in United States,

Angry Birds before Zelda? HNNGGGG...

Gravatar
By in United States,

What year is it? Are they going to start partnering with Furby and Beanie Babies next?

Jeez. But seriously, this sounds awful. Lego making sets out of licensed properties is one thing, this sounds like a playset that doesn't even revolve around the fact that it's Lego. Angry Birds make me think of Linkin Logs or Jenga, not Lego.

Gravatar
By in United States,

Finally a theme that has zero appeal to me. At leat we will get them on clearance as parts packs.

Gravatar
By in Australia,

But but but Jurassic world is so violent. Doesn't fit with LEGO brand image too right? right?

Gravatar
By in Australia,

I... I can't... Just... http://i2.kym-cdn.com/photos/images/original/000/965/239/65c.jpg

Why. Why is this a thing. Angry Birds hasn't been relevant for about 5 years, and there is literally nothing interesting to build relating to the IP. "Hey kids! Look what you can build! A flimsy tower made from incredibly basic beams! Or, rebuild it into a slightly different flimsy tower!" Excuse me while I overclock my imagination at the incredible possibilities.

It's especially irritating when comparing this to oh I dunno let's just pick something at random like lets say The Legend of Zelda. A series with coming up to 30 years of history from which to draw countless set ideas from. A series that continues to delight its devoted fans of all ages. Fans that have proven through LEGO's own official channel (three times over!) their desire to see the series represented in LEGO form.

LEGO, you disappoint me. This is the kind of cash-grab, shallow partnership I'd expect from some 3rd rate clone brand. But even they'd probably be smart enough to grab that license while it actually meant something.

Gravatar
By in United States,

@Starik20X7
Ah ah ah! Zelda had been voted FOUR times to consideration through Cuusoo/Ideas. Doesn't that just make it worse?

Gravatar
By in Bolivia,

Lego Ideas approval of licensed themes is not only up to Lego. Nintendo seem like Knex better for some odd reason.

I hope this flops because it means tons of sets with colorful bricks will end up cheap.

Gravatar
By in Ireland,

Never played Angry birds. All I know is it's something to do with throwing things at other things. Right?
So... this will be sets you build with the intention of throwing them across the room?
Or am I missing something?

Gravatar
By in Netherlands,

Maybe lego knows something about the movie we don't... perhaps it will be awesome, in which case it would be a good move, but I don't know... lone ranger and prince of persia werent that good movies... but peter dinklage is in this one... we'll just have to wait and see

Gravatar
By in Germany,

2 years ago Star Wars Angry Birds failed, last year Transformers Angry Birds failed. It seems a bit late. But perhaps it's just my personal opinion.

Talking about myself, the next themes I'm really looking forward to are the Batman Lego Movie theme in 2017 and everything that comes after Agents or Ninjago. Their own ideas seem to be much more interesting these days. Not saying License sets are no good - but it's not really where the innovation is.

Gravatar
By in United States,

@Ayliffe

Thank you.

Gravatar
By in United States,

Wow. If it wasn't enough to make a set based off of Big Bang Theory, the most obnoxious show on television, they also have to make a line based off of Angry Birds, a terrible video game series. Once I saw the Minecraft sets and especially the Portal 2 pack for Dimensions, I thought that this was the beginning of a bright future. Well, that's another dis confirmation of a Nintendo line for yet another year.

Gravatar
By in {Unknown country},

Star Wars. LOTR. DC. Marvel. Minecraft. All great themes.
Doctor Who. BBT. Portal 2. Don't know the future of those themes, probably just a few sets.
Angry Birds. Seriously LEGO, not enough licenses?

Gravatar
By in United States,

Hello, I think you're a little bit late, by about, uh four years. Good job, LEGO. Never fails to miss good Ideas projects to go chasing after birds.

Return to home page »