Angry Birds: How far can you stretch a brand?

How far can you stretch a brand?

Angry Birds is set to release its latest installment 'Angry Birds: Star Wars' the 5th special edition after the success of the original game. But how far can it be stretched out? While the game itself is quite popular, by trying to re-create the success of the original is the brand name at risk?

Most of the special editions, while moderately successful, have not been able to re-create the same bang as the original, therefore resulting in rather creative extensions such as Angry Birds Rio, which is based around the popular movie Rio. This combination works rather well as the both protagonists are of the feathery kind, however the latest launch of Angry Birds Star Wars is rather perplexing. Is it just related to Angry Birds Space, or are Rovio getting a bit desperate and employing the bigger names in Hollywood (with a significant following may I add) to revive the game? There may be a lot in common between those who play Angry Birds and those who are Star Wars fans but how far and many movies and extensions will be employed before the brand is allowed to rest?

The danger of employing too many releases too soon, fragments the angry birds experience and the overall brand, cluttering what was once a clean experience. Let's hope Rovio don't loose the brand essence with too many editions. Let's see how long Rovio can keep this up for. Here's a look at the trailer for Angry Birds: Star Wars, I can't wait to see what the gameplay will be like.