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Lego teaming up with Angry Birds

TheCopenhagenPost
June 9th, 2015


This article is more than 9 years old.

It all seems so 2010

Lego and Angry Birds are taking a shot together (Photo: Juho Paavisto)

Lego has teamed up with Angry Birds – the most downloaded mobile game in history – to create a new Lego set based on the popular game. The launch will coincide with the premiere of next year’s 3D Angry Birds movie.

READ MORE: Lego goes digital … again

“Lego has a unique ability to affect humans through products that encourage creativity and imagination,” said Pekka Rantala, the CEO of Rovio, the company behind Angry Birds.

“We are excited to work with a really amazing partner who is the best in its class.”

Angry Birds has been downloaded over 2 billion times across virtually every platform available.

Re-flight
The game was a runaway hit in 2010, and several updates continued the success for many years after. Sales have dipped in recent years and Rovio’s sales have fallen by 73 percent. The company recently had to cut about 110 jobs – some 14 percent of its workforce. Rovio has been looking for ways to expand and rejuvenate the brand.

Last year Lego sold 62 billion play sets.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”