Mischief wins PR brief with Angry Birds creator Rovio

Mischief has been handed a new brief by Angry Birds creator Rovio Entertainment, one of the world's biggest mobile gaming publishers.

The firm has been selected as Rovio's new UK consumer PR agency following a competitive pitch, and will be tasked with overseeing the launch of the new game release, Angry Birds Action!, as well as a yet-to-be-announced forthcoming title, reports Gorkana.

Angry Birds is one of the most successful gaming IPs of recent years, registering more than three billion app downloads. Subsequently, the brand has been extended via media crossovers and theme parks.

The Angry Birds Movie from Sony Pictures Entertainment is being released worldwide this month, with a new partnership announced with Madame Tussauds for a digital exhibition that will tour the world after opening in London.

Mischief's creative director Damon Statt and associate director Fred Chesher will lead the account.

Kaisu Karvala, vice-president for comms and PR at Rovio, said: "Mischief stood out as the right partner for us, with its gaming and entertainment expertise, smart thinking, creativity and ability to work quickly and with great agility."