到目前为止，对于其大受追捧的《愤怒的小鸟》（Angry Birds）及其衍生产品，Rovio Entertainment公司还没走错过一步。这些被激怒的小鸟们可谓无处不在，日进斗金。最初的手机游戏仍然十分流行，而现在市场上还有了毛绒玩具，根据游戏改编的电影和电视剧也在进展中。这些小鸟甚至还获得了广告代言合约，比如在谷歌（Google）Chrome浏览器制作的一套滑稽电视节目中露脸。
温斯特巴克向彭博表示：“迪士尼（Disney）以关于米老鼠的黑白动画起家。任天堂（Nintendo）做马里奥做了26年。而《愤怒的小鸟》诞生还不足两年。”没错，但实际上这两个例子都与Rovio的情况不大相同。迪士尼有米奇，但之后该公司还推出了白雪公主、皮诺曹、小飞象、小鹿斑比等等，不一而足。迪斯尼创造了米奇，但这个老鼠的形象不过是打开了一扇门。米奇领着迪士尼推出了首部全长动画片《白雪公主和七个小矮人》 （Snow White and the Seven Dwarves）（这部长篇与米奇一点关系都没有），随后该公司又开始进军电视、主题公园等领域。
毫无疑问，《愤怒的小鸟》有望成为Rovio的米奇——该公司的核心标志。但假如Rovio想成为娱乐行业的常青树，它还需要除了这些小鸟以外的产品作为支撑。曾经红极一时的《点心宝宝》（Cabbage Patch Kids）可谓前车之鉴。
FORTUNE -- Rovio Entertainment hasn't made a wrong move yet with its massively popular Angry Birds franchise. The enraged avian creatures are everywhere, picking up wads of cash in their beaks. The original mobile game is still wildly popular, and now there are plush toys on the market and movie and TV deals in the works. The birds are even getting endorsement deals, such as their appearance in a hilarious TV spot for Google's (GOOG) Chrome browser.
The "insanely profitable" company is thinking about going public next year, Rovio's marketing chief, Peter Vesterbacka (a.k.a Mighty Eagle), told Bloomberg Television. But however popular the Angry Birds franchise is now, and however smartly the Finnish company is going about marketing it, there's no guarantee that the fame will last. People might get sick of the birds. Before it goes public, Rovio probably needs at least one more hit -- one that is at most only tangentially related to Angry Birds. Permanent franchises are rarely built on one character alone.
"Disney started as a black and white cartoon about this little mouse," Vesterbacka told Bloomberg. "Nintendo has been working on Mario for 26 years. Angry Birds is less than two years old." True, but neither of those cases is really similar to Rovio's. Disney (DIS) had Mickey, but then it had Snow White, Pinocchio, Dumbo, Bambi and on and on from there. It created a mouse, but that mouse simply opened the gates. He led Disney into the first full-length animated feature, Snow White and the Seven Dwarves (which had nothing to do with Mickey) and on into television, theme parks and the rest.
Nintendo was a greeting-card and toy company for decades before Mario Bros. It was even a big player in arcade games and home consoles the '70s, years before Mario picked up his first giant hammer. And anyway, Nintendo was and is a platform -- or rather, a set of platforms -- on which one can play many games. Like Mickey, Mario merely opened the door, he wasn't the whole franchise. People might buy a Nintendo console to play Mario Bros., but few would buy one of that was all they could do with it.
For now, though, things are looking great for Rovio. Vesterbacka told Bloomberg that the company is worth "a bit north of" the $1 billion Bloomberg estimates. Besides the aforementioned do-dads, it sells Angry Birds t-shirts, costumes, and even a cookbook. Merchandise reportedly makes up 10% to 20% of revenues. The game is available on all the major mobile platforms, set-top boxes and game consoles. Rovio has begun making inroads to social media, including a Facebook app.
There's no question that Angry Birds can be Rovio's Mickey Mouse -- the company's central symbol. But if it wants to entrench itself as a permanent entertainment fixture, Rovio will have to bet the company on something more than a single set of characters. Remember the Cabbage Patch Kids?