Angry Birds Retail Cafe Opens in New York

Popular video game Angry Birds debuted its first themed retail cafe in New York, in the Flushing neighborhood of Queens. Opened July 8, iSwii by Angry Birds Retail Cafe offers playful desserts, bubble teas, gaming stations, a retail section and interactive activities geared toward kids and families.

iSwii by Angry Birds is located in the food court area within the new 275,000-square-foot, multi-level Tangram retail center, in the heart of the revitalized Queens-Flushing International Market District.

The 3,300-square-foot store concept features modern decor, a bright mural on the ceiling with Angry Birds graphics, a vibrant terrazzo counter and flooring resembling dessert sprinkles. Outside the entrance, a collection of New York-themed statue installations create Instagrammable photo opportunities for visitors, according to a media release.

Additional unique Angry Birds-themed elements include nest-like wicker and hanging chairs, wall coverings resembling a “bird paradise” and fake tropical plants on the shelving units with stuffed hatchlings, the game’s baby birds, positioned sporadically.

The cafe portion of the store includes a glass-partitioned exhibition display with the chef's custom-decorated seasonal holiday cakes and pastries.

The iSwii by Angry Birds experience is also available for private parties and events in private "nests," or rooms that will offer Angry Birds virtual reality games and treats, including customizable Angry Birds-themed gift bags for party-goers.

In a deal facilitated by Angry Birds' global licensing agency IMG, Angry Birds creator Rovio Entertainment partnered with SCG America (SCGA), a construction conglomerate and wholly owned subsidiary of Shanghai Construction Group (SCG), to build the retail cafe. Tina Wu, head of interior design, SCG America, led the store’s design. 

"Launching iSwii by Angry Birds is a perfect way to bring locals and Angry Birds fans back to fun in-person experiences," Robert Leck, executive director of asset management of SCG America, said in the release. "This unique concept will feature endless culinary treats, bright visuals, newest Angry Birds games and interactive technology, and the coolest-ever themed shopping experience. Angry Birds as a global brand was a perfect fit for this location with its appeal to a wide age range, gender-neutral audience and touch points in all entertainment forms."

"We are always delighted to find forums for Angry Birds fans to interact with the brand in new and fun ways,” Katri Chacona, director, brand licensing at Rovio, said in the release, adding that the U.S. is a key market for the Angry Birds brand.

Launched in 2009 as a mobile game, the brand has since evolved into a global media franchise, spanning various entertainment and consumer products, two feature films, a long-form Netflix series and location-based entertainment. In the U.S. Angry Birds can also be experienced through collaborations with partners such as Topgolf and Immersive Gamebox.

Earlier this year, Japanese-based video game company Sega, which owns the Sonic the Hedgehog franchise, announced plans to acquire Angry Birds developer Rovio.