• Adweek, Friday, June 3, 2011 10:30 AM

Even Justin Bieber is (for what it's worth) addicted to the Finnish game maker Rovio Mobile Ltd.'s game, Angry Birds. It has been downloaded more than 200 million times and spoofed on SNL. But rather than make more games from it, the company has instead gone into merchandise like plush toys, T-shirts, and phone cases, which is making the game a real-world brand.

Now Mattel has revealed an Angry Birds game, the old fashioned kind. "We had the prototype, got in contact with Rovio, and got a deal going pretty quickly," said Mattel marketing manager Ray Adler.

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