Is nothing sacred to Rovio? Apparently not, as the creator of the Angry Birds game has just announced that their merchandising and webgame partnership with Finnish Formula 1 star Heikki Kovalainen has resulted in a spanking new co-branded Angry Birds helmet, where it will kick off at 2012’s inaugural Formula 1 race in Melbourne, Australia. According to Heikki, “This is a great partnership on many levels. It’s the first time that I’ve partnered with a gaming company, and it fits with my larger focus on partnering with unique brands. As a Finn, I’m also happy to be backing a Finnish company on a global platform. Most importantly, I’m a big Angry Birds fan!”
I don’t suppose the presence of an Angry Birds helmet is going to see a boost in the numbers of Angry Birds downloads suddenly, considering just about everyone and their pet dog has already given the game a go, regardless of whether you are rocking to a smartphone or tablet device. It would be interesting to see just how much money Rovio is going to pump into Formula 1 to increase their brand’s presence, and what happens when the Angry Birds train runs out of steam? Only time will tell.