In print, his statements often sound bullish – and to critics, verging on arrogance – but in the flesh, he has remained approachable and enthusiastic even as Angry Birds has grown into a phenomenon. He's become a recognisable figure at mobile and media industry events, with his ever-present red Angry Birds hoodie. I sat down with Vesterbacka at the Mobile World Congress show in Barcelona, where he'd picked up a GSMA award for Best Mobile App for Consumers for Angry Birds Rio. We're going for crazy numbers and crazy scale." How can we do something that is different and bigger than anything that has been done before. But our guiding principle has always been to surprise and delight. "From the outside, you can see we're doing quite a few things, but there are even more things that we're not doing. "We say no all the time: every day and every hour," says Vesterbacka. Does Rovio's 'Mighty Eagle' not worry that Angry Birds might be getting a little… over-exposed? Peter Vesterbacka's job is to fly around the world telling journalists and conference audiences these numbers, while also working on the company's marketing strategy.
A theme park is on the way in Finland, while Angry Birds shops will soon launch in China. On the back of that, there are now more than 20,000 licensed Angry Birds products on sale, from board games and books through to t-shirts, shoes and sweets. More than 1m people have reviewed the Android version of Angry Birds on Google's Android Market, and Rovio has sold 25m plush toys so far.
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