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Angry Birds

International Franchise Study Topline

November 2013

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Key Findings

► Penn Schoen Berland conducted a franchise equity study to measure the

strength and essence of the Angry Birds franchise in 5 international markets: the

United Kingdom, Russia, Germany, Korea and Mexico. The study was conducted

among 520 moviegoers per country including:

► 120 Kids per country

► 120 Parents per country

► ANGRY BIRDS GLOBAL PENETRATION IS STRONG: Relative to the other 14 comparable

game and entertainment brands tested, Angry Birds has very high awareness with at least 3 in 4 moviegoers in each market saying they have heard of the franchise. Moviegoers in the UK are the most familiar with Angry Birds as 94% are aware of the brand. Additionally, across all five markets Angry Birds ranks in the top three among the comparable franchises moviegoers say they have purchased products from, and is first in the UK, Mexico and Korea.

► ANGRY BIRDS IS A TOP TIER FRANCHISE : Though less than a third of those aware

consider themselves “big fans” of Angry Birds, of the 15 franchises tested, it has one of the largest fan bases across all five markets tested. In Mexico, Angry Birds is the most popular brand while in the UK, Korea and Russia Angry Birds ranks just below LEGO. When asked how the popularity of the franchise would change over the next few years, Angry Birds falls in the top three franchises moviegoers said would become more popular within the next few years. In spite of being a much younger franchise, these scores are comparable to LEGO. In Korea, however, moviegoers see the brand popularity waning over the next two years as only 13% say it will become more popular, ranking 12th_{compared to the other}

franchises tested.

► BRAND SIGNALS FAMILY-FRIENDLY FUN: Across all five markets, the Angry Birds brand

stands for light-hearted fun that has appeal for both kids and adults. Moviegoers are most likely to describe the franchise as “fun,” “popular,” and “funny” and are especially drawn to the colorful aesthetic of the game as well as the variety of birds and their different abilities.

► BIG SCREEN POTENTIAL IS BIGGEST CHALLENGE: Across all five markets, moviegoers are

more likely to say brands with established television or film content (i.e. Family Guy,

Pokémon, etc.) would make good big screen movies. Because Angry Birds lacks a previously established storyline, moviegoers struggle to imagine the brand being turned into long form narrative content. However, despite scoring well below the established TV or movie properties on “would make a good movie,” Angry Birds is in the top tier of games

moviegoers would like to see turned into a movie. After watching the brief video, definite interest in seeing an Angry Birds movie remained weak, showing the most potential in Mexico and Russia, which not only score closest to their respective trailer norms, but also have the highest engagement with the franchise – using the biggest variety of Angry Birds apps, and playing the most hours per week.

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Own/Purchased Products Among Moviegoers 7-49

US

UK

DE

RU

KO

MX

Angry Birds 61 – 1st _{66 – 1}st _{45 – 3}rd _{53 – 2}nd _{61 – 1}st _{65 – 1}st LEGO 59 61 63 73 56 49 Monopoly 56 51 55 25 13 36 Pokémon 41 38 41 33 47 36 Hello Kitty 37 36 33 30 56 41 The Sims 35 43 39 35 17 18 Fruit Ninja 34 25 23 21 9 18 Temple Run 27 29 21 4 8 6 Family Guy 24 30 10 14 6 7 Farmville 24 17 18 3 4 16

Phineas and Ferb 22 14 14 6 4 34

Monster High 20 17 14 23 10 32

Ben 10 16 27 9 14 4 33

Oregon Trail 12 3 2 2 4 2

Candy Crush Saga* N/A 38 21 3 7 27

AVERAGE

33

27

23

20

28 Franchise Awareness and Ownership

Awareness Among Moviegoers 7-49

US

UK

DE

RU

KO

MX

Angry Birds 91 – 1st _{94 – 1st} _{76 – 6}th _{73 – 3}rd _{85 – 1}st _{86 – 1}st LEGO 91 94 92 90 83 75 Monopoly 90 87 85 64 43 66 Pokémon 84 87 87 80 82 77 Hello Kitty 81 83 84 52 83 73 Family Guy 81 77 53 58 14 47 The Sims 78 84 84 66 60 44

Farmville 75 73 61 11 11 53 Fruit Ninja 64 57 53 44 25 43 Ben 10 54 82 36 30 15 68 Monster High 51 52 46 58 28 66 Temple Run 49 59 42 13 25 14 Oregon Trail 40 12 8 8 10 7

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% saying in two years the brand will be more popular

Among Moviegoers 7-49

US

UK

DE

RU

KO

MX

LEGO 32 27 27 30 25 40 Angry Birds 30 – 2nd _{24 – 2}nd _{25 – 3}rd _{29 – 2}nd _{13 – 12}th _{34 – 3}rd Temple Run 29 15 17 14 18 15 Family Guy 26 18 15 11 13 16 Monster High 24 19 18 20 17 29 Fruit Ninja 22 13 18 13 16 21

The Sims 21 19 20 27 11 26 Pokémon 21 15 18 8 14 18 Hello Kitty 21 10 14 14 15 19 Monopoly 17 12 13 20 14 20 Farmville 17 9 15 17 19 19 Ben 10 16 9 13 11 10 19 Oregon Trail 14 19 26 14 23 24

AVERAGE

22

16

18

17

24 Franchise Fanship and Popularity

% saying “I am a big fan”

Among Moviegoers 7-49

US

UK

DE

RU

KO

MX

LEGO 39 34 33 27 21 27 Angry Birds 37 – 2nd _{29 – 2}nd _{21 – 3}rd _{21 – 2}nd _{15 – 2}nd _{35 – 1}st Monopoly 35 21 26 12 3 15 Family Guy 32 28 12 8 3 10 Pokémon 25 17 20 9 15 19

Hello Kitty 22 14 13 9 14 18 The Sims 21 22 20 16 6 11 Fruit Ninja 21 10 9 7 3 10 Temple Run 17 12 8 2 3 3 Farmville 15 7 7 1 2 10 Monster High 13 9 11 11 4 19 Ben 10 10 8 5 4 1 15 Oregon Trail 10 2 2 1 2 1

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Big Screen Potential

% Definitely Interested in a new movie

Among Awares

US

UK

DE

RU

KO

MX

Family Guy 35 35 24 35 29 35

Monster High 29 20 30 46 16 43 Angry Birds 27 – 4th _{21 – 4}th _{23 – 4}th _{42 – 3}rd _{11 – 11}th _{45 – 2}nd Ben 10 24 12 14 33 15 39 Pokémon 23 18 23 25 13 36 Temple Run 23 14 13 37 11 27 LEGO 21 23 21 27 13 39 The Sims 20 16 17 34 8 27 Fruit Ninja 18 11 13 18 15 18 Hello Kitty 18 11 15 21 11 25 Oregon Trail 17 25 25 56 32 22 Farmville 15 9 10 33 14 17 Monopoly 13 12 11 24 9 20

AVERAGE 22 17 18 33 16 31

% saying “Yes, I think it could be a good big screen movie”

Among Awares

US

UK

DE

RU

KO

MX

Family Guy 75 83 68 73 64 66

Monster High 74 72 63 81 65 74

Pokémon 69 72 66 56 81 75 Ben 10 68 68 55 68 66 75 Oregon Trail 55 49 55 71 66 47 The Sims 52 50 51 59 62 48 LEGO 51 62 59 60 61 68 Temple Run 51 41 32 57 47 42 Hello Kitty 49 49 38 46 43 57 Angry Birds 45 – 11th _{50 – 7}th _{43 – 9}th _{59 – 8}th _{59 – 9}th _{65 – 7}th Monopoly 32 23 25 39 49 28 Fruit Ninja 27 23 24 28 56 26 Farmville 24 17 23 64 52 25

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Brand Engagement and Interest in Film

27 ₂₂ 43 ₄₁ 26 ₂₂ 43 35 19 ₁₆ 39 27 36 37 55 36 14 ₁₂ 15 19 49 ₄₇ 70 54

All Generals Parents** Kids

United States United Kingdom2 Germany Russia Korea Mexico

Definite Interest in an Angry Birds Film Post Video

Apps Played

Among Awares

US

UK

DE

RU

KO

MX

Played the Angry Birds app 71 63 54 72 51 57

Played the Angry Birds Rio app 38 30 27 48 28 45

Played the Angry Birds Space app 29 28 20 43 27 47

Played the Angry Birds Star Wars

app 29 28 33 43 16 42

Played the Angry Birds Seasons app 33 27 18 33 35 30 Purchased or own any of the Angry

Birds merchandise 24 20 9 35 31 51

Played the Bad Piggies app 15 18 10 24 9 19

1.82 1.49 5.04 1.84 3.1 2.16 1.78 3.23 2.64 3 1.63 1.47 3.24 2.03 2.88 _Generals Parents Kids

Number of Hours Played Per Week*

(Among Awares) Norms* = 32 = 34 = 33 = 39 = 22 = 54