Angry Birds fever is set to engulf the world today, as a new version of the most downloaded game in history goes on sale on iTunes, Android, PC and Mac.
The launch has been accompanied by a level of fanfare normally only seen around big Hollywood releases - including T-shirts, toys, TV shows on Nickelodeon, a companion book by National Geographic, and a tie-up with Wal-Mart, the world's biggest retailer.
Angry Birds has been downloaded 700 million times, and parent company Rovio is now estimated to be worth £5.6 billion, just two years after the game first launched.
Peter Vesterbacka, marketing chief of the Finnish start-up behind the world's most downloaded game said that Rovio, the makers of Angry Birds, sees itself as an entertainment brand, not just a games company.
'We want to make Angry Birds a permanent part of pop culture,' he said, comparing the brand to Nintendo's Mario and Sanrio's Hello Kitty. 'We're just getting started.'
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