From toys to coffee mugs, Angry Birds-creator Rovio Entertainment has created a staggering array of merchandise featuring its colourful game characters – now fans can source Angry Birds-themed silver ornaments, including necklaces, rings and bracelets.

Finland-based Rovio Entertainment has partnered with Fiskars, Finland-based, jeweller Primesmith. The first fruits of the collaboration will debut in limited edition Mighty Eagle ring, a silver band with depiction of a bird’s shape on the ring. Designed by Kristian Saarikorpi, who previously worked as head designer at jewellery house Tillander, the ring is priced at US$290.

The next products will be cheaper lines aimed at the mass market, such as bracelet charms and pendants, costing about US$50.

Primesmith helps various digital franchises to branch out to real-world merchandising via quality jewellery. The company employs sophisticated 3D printing technology to create precision molds rapidly and cheaply – and one goal is to let consumers to participate in the design process.

Rovio’s venture into jewellery market is part of its strategy to become the next Disney, says Vesterbacka.

“There is no reason why we should not be able to build a company of that size. They’re doing a lot of things we want to do.”

The jewellery line are also aimed to test the appeal of Angry Birds, who have just hit one billion downloads worldwide as of May, among high-end spenders and older professionals.

“For a cartoon jewellery franchise, mass market-priced earrings and pendants are likely to be the big product lines. Creation of expensive luxury items based on cartoon characters has proved to be challenging,” said Rachelle Epstein, creative director for William Goldberg, an international diamond house.

GB