‘The Croods’ Go Mobile with ‘Angry Birds’ Creator

DreamWorks Animation and Rovio Entertainment Launch Mobile Game for New Toon

The Croods Go Mobile with Angry

After brokering deals to associate its “Angry Birds” with “Star Wars” and “Rio,” mobile gamemaker Rovio Entertainment is expanding its licensing business further through a deal to create a mobile game for DreamWorks Animation based on “The Croods.”

Rovio will launch the game for Apple and Android devices March 14, that will feature exclusive animation inspired by the 3D toon, out March 22.

The “Angry Birds” characters, however, will not appear in the game.

Instead, Rovio’s growing team of in-house animators and gamemakers worked closely with DWA to create the company’s expansion onto mobile platforms.

“Rovio set the industry standard in mobile gaming with Angry Birds, and we believe their massive community of active users will go wild for ‘The Croods,’” said DreamWorks Animation’s head of global interactive, Chris Hewish. “We’ve developed a close and collaborative relationship with Rovio in which our world class filmmakers created an incredible piece of custom animation on the home screen that introduces players to the game’s beautifully rich aesthetics.”

In the game, the Croods, a family of cave men, break out of the Stone Age with the use of a new tool, the idea, and hunt and gather their way through new landscapes as they tame never-before-seen creatures. The film focuses on the Croods as they take the world’s first family road trip.

Rovio was inspired by the film’s characters, creatures and world. “It was just begging for its very own mobile game,” said Petri Järvilehto, executive VP of games at Rovio Entertainment.

“It’s been an incredible experience having our two teams working closely together on extending the story to mobile platforms.”

Game is the latest for Rovio as it continues to expand the “Angry Birds” franchise into feature films, an animated TV series and short films, publishing and consumer products and merchandise deals.  Around 30% of its revenues come from licensing, merchandise and other areas beyond game sales.

“The Croods” could benefit significantly from Rovio’s marketing muscle. Rovio’s YouTube channel gets over 1 billion views, and its “Angry Birds” games, which feature in-game advertising, were downloaded over 1 billion times and have 263 million monthly active users, company said in December.