08.22.2011 | Monica Graham
What do Rovio’s Angry Birds, one of the world’s hottest and most popular entertainment and media brands, have in common with SwaddleDesigns®, an award-winning, Seattle-based baby product company? Beyond the common characteristics of loving and protecting their offspring, SwaddleDesigns and Rovio recently announced their definitive agreement granting SwaddleDesigns licensing and merchandising rights to produce Angry Birds Baby products.
To delight the millions of Angry Birds fans around the world, SwaddleDesigns recently introduced multiple best-selling and award-winning products featuring the fun, playful and loveable Angry Birds characters. Communiqué PR had the opportunity to help SwaddleDesigns and Rovio raise awareness around the new retail partnership, generate visibility into how the partnership fits into Rovio’s overall merchandising strategy, and drive pre-sales of Angry Birds Baby products (which, by the way, fans who place a pre-order in the value of $50 or more, will receive a free, adorable Angry Birds Plush toy.)
In the weeks leading up to the Angry Birds Baby product launch, we collaborated closely with SwaddleDesigns and Rovio to build out a PR strategy, identify key messages and develop corresponding story angles and media materials.
As a result of our efforts and partnership, SwaddleDesigns and Rovio garnered more than 20 media placements across top-tier tech trades, business publications, gaming outlets and parenting sites. Of note, Communiqué PR was able to secure an exclusive story with Reuters, which successfully shaped and helped to ignite the incoming news cycle. In-line with our strategy, the majority of coverage highlighted Rovio’s success in the retail space and its partnership with SwaddleDesigns, and showcased images of the Angry Bird Baby products with a link for readers to place pre-sale orders.
Below are a few additional coverage highlights:
- Mashable: Angry Birds Now Appearing on a Baby Near You
- Babble.com: The Angry Birds Are Coming… to Your Layette Set!
- Kotaku: Babies are Already Angry, Might As Well Put Birds on Them
- CNET: Angry Birds cute baby products
- MomFinds: Angry Birds Baby Line
- CBS News: Angry Birds cute baby products
- Geekwire.com: Snuggle up with an Angry Birds blankie
It was so much fun working with SwaddleDesigns and Rovio to support their PR activities. Who doesn’t love Angry Birds and babies? So, it just makes sense to combine the two! I think we can all expect great things in the future from both of these innovative companies.