Redundancies hit half of Rovio’s licensing team

A total of 16 roles have been lost, including that of Head of Brand Licensing Simo Hämäläinen, as licensing moves under remit of CMO Ville Heijari

Written by Rhys Thomas

Posted 04.12.2019 | Entertainment

Redundancies hit half of Rovio’s licensing team thumbnail

Half of the Rovio licensing team will lose their job in a wave of redundancies aimed at improving efficiencies and profitability in the division.

In total, 16 positions be axed from the global licensing team, including Simo Hämäläinen, Head of Brand Licensing, who is leaving the company at the end of January 2020.

“We regret to announce that Simo Hämäläinen has decided to leave Rovio,” says Kati Levoranta, Rovio’s CEO.

“In the past seven years, Simo has been an integral part of Rovio’s brand licensing business. In his latest role, heading the brand licensing efforts from consumer products to content and movies, he also led Rovio through The Angry Birds Movie 2 programme.

“Simo has been part of Rovio’s Leadership Team since 2017. We warmly thank Simo for all his efforts towards Rovio and the Angry Birds brand.''

Following the departures, the licensing business will merge with Rovio’s marketing division under the leadership of Chief Marketing Officer Ville Heijari. That move will take effect from January 2020.

The Angry Birds maker first announced it would enter downsizing talks with staff in mid-October, following BLE. At the time it said as many as 20 roles could disappear.

Rovio posted a healthy 4.3 per cent year-on-year revenue growth to €217.5m for the third quarter, but its licensing business did not meet expectations. Licensing revenue reached €8.4 million for the period, a 6.2 per cent improvement on the €7.9m it made in the same period of 2018, but the growth was not big enough given the boost it should have received from the release of The Angry Birds Movie 2.

Kati pointed to a “very competitive landscape” and a “softer” box office than it had anticipated. The knock-on effect was weaker than expected performance in licensing activity tied to the movie.


Messe Frankfurt readies for this week’s trio of events thumbnail

Messe Frankfurt readies for this week’s trio of events

Licensing China, Toy & Edu China, and Baby & Stroller China to open this week with over 1,300 exhibitors

Tomy speeds ahead with Ricky Zoom marketing campaign thumbnail

Tomy speeds ahead with Ricky Zoom marketing campaign

The campaign is designed to promote and celebrate the growth of Tomy’s licensed toy product offering and support the supplier’s ...

Genius Brands International launches Kartoon Channel! on Apple iOS thumbnail

Genius Brands International launches Kartoon Channel! on Apple iOS

Kartoon Channel! app receives tremendous response, breaking single day company download records in first 24 hours and ranking in the ...

Press Releases

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June thumbnail

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June

Jay Roewe, SVP of production for HBO, Erik Barmack, founder of Wild Sheep, Marc Lorber, SVP, international co-productions & acquisitions ...

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run