Rovio and Wal-Mart Have a New Twist for Angry Birds

Want to reach higher levels in Angry Birds? Go shopping. Rovio, the makers of the popular mobile game, will let Wal-Mart (NYSE:WMT) embed clues to a new version of the game in merchandise available in its stores. Walmart stores will sell limited-edition T-shirts, toys, and snacks that contain clues to unlock bonus levels of Angry Birds Space. Rovio will release the new version of the game in app stores on Thursday.

“We wanted to give our fans a unique retail extension to Angry Birds Space that rewards them for their eagle eyes,” Peter Vesterbacka, Rovio’s marketing chief, said in a statement on Wednesday. “Only Wal-Mart can deliver the reach across America for this type of program and we wish our fans luck as they seek out our hidden clues.”

Starting Wednesday, Walmart stores will offer the first of four special “golden eggsteroid” clues on its Facebook page. The rest of the clues will be hidden in merchandise that will be sold in more than 3,000 stores starting March 25.

Angry Birds was launched two years ago and has since been downloaded more than 700 million times. The value of Rovio, which is built entirely on the game, has been estimated at $9 billion.

The company had earlier teamed with Barnes & Noble (NYSE:BKS) and MTV (NASDAQ:VIAB) for similar promotions. The Finland-based company is also planning a television show and a movie based on Angry Birds.

To contact the reporter on this story: Aabha Rathee at

To contact the editor responsible for this story: Damien Hoffman at