Report: Rovio launching independent label

Angry Birds creator Rovio, which is already moving into print publishing and films, will launch its own indie publishing label.

Reports suggest the company is already approaching mobile studios.

"We have some plans for this area, but not ready to announce yet," Peter Vesterbacka Rovio's "Mighty Eagle" told Develop.

"If we do something in the publishing area, you can expect it to be a bit different."

In an interview with Bloomberg, Rovio's senior vice president Wibe Wagemans revealed that the company is also in talks to partner with Starbucks, among other retailers.

A deal could result in Angry Birds promotions through Starbucks outlets, including the sale of virtual goods and in-store electronic leaderboards. Rovio struck similar deal with US book retailer Barnes & Noble earlier this year

The deal would be part of a larger strategy to grow the Angry Birds brand beyond the games industry, which has already resulted in a highly profitable line of plush toys and the production of a Hollywood film.

"It's tying in the real world with the virtual world," Wagemans said. "Retailers get new customers who've not been to their stores yet, and repeat customers."

However, when approached by Bloomberg, Starbucks claimed it had "no announcements regarding any work with Rovio Entertainment."

Last month Rovio appointed Andrew Stalbow, formerly of Fox Digital Entertainment's mobile division, as GM of North America.