Rapala VMC Corporation
Press Release
April 24, 2013 at 4:00 p.m.
Rapala VMC Corporation and Rovio Entertainment Ltd have launched a cooperation to introduce outdoor activities to the digital natives' generation. The licensing agreement between two strong brands builds on values that both companies respect: Active lifestyle, love for outdoors and quality time spent with the family.
Rapala Angry Birds product line joins two strong brands in one big outdoor hit: Rapala's dominating position in sports fishing industry and Rovio's position in the entertainment business have helped the companies to create attractive products that make fishing easily accessible to families and beginners. People who are new to the art of fishing will find digital content and instructions that support them in embracing the great outdoor hobbies.
Rapala and Rovio see big potential in the cooperation and opt for countries where recreational fishing is an important hobby. The product line will first be launched in Finland, Denmark, Norway, the Baltic countries and China during spring 2013. Eventually Rapala strives to launch the Angry Birds product line globally. The product line includes lures, lure key rings, fishing combos, pole fishing rods, float sets, lure boxes and fishing tackle bags.
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Promoting fishing as a hobby to children and youngsters becomes a lot easier when we can work with characters that are so widely recognized. Rapala Angry Birds will encourage many people to take up fishing as a hobby when we present this together in a few weeks, says Information Manager Ms. Jaana Vetikko of Finnish Federation for Recreational Fishing.
Rapala organizes an Angry Birds themed fishing event in cooperation with Finnish Federation for Recreational Fishing and several Finnish Angry Birds licensees. Rapala Angry Birds Fishing Day promotes recreational fishing for families and children and will take place in Särkänniemi Adventure Park on May 19th, 2013.
For further information:
Mikko Vähätalo
Project Coordinator
Rapala VMC Corporation
mikko.vahatalo@rapala.fi
tel. +358 (0) 9 7562 5420
Distribution: Main Media
Rapala VMC Corporation ("the Group") is a leading fishing tackle company and the global market leader in fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories and it is one of the leading distributors of outdoor, hunting and winter sport products in the Nordic countries. The Group has the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia, China, Indonesia and the UK. The Group brand portfolio includes the leading brand in the industry, Rapala, and other global brands like VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Mora Ice, StrikeMaster, Marttiini and Peltonen. The Group, with net sales of EUR 291 million in 2012, employs some 2 000 people in 38 countries. Rapala VMC Corporation's share is listed and traded on the NASDAQ OMX Helsinki stock exchange since 1998.
Press Release (http://hugin.info/120091/R/1695841/558230.pdf)
Rattlin' Red Bird image (http://hugin.info/120091/R/1695841/558227.jpg)
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Source: Rapala VMC Oyj via Thomson Reuters ONE
