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# Angry Avian Hockey Mascots
HockeyBird is Leaving His Angry Bird Friends and Joining the NHL

By Mesel Isaac | Published 2014-01-24 | Updated 2014-01-28 | Pop Culture
Source: Trend Hunter, https://www.trendhunter.com/trends/hockeybird
References: [kotaku](http://kotaku.com/the-nhl-gets-an-official-angry-birds-mascot-of-course-1508345999) & [nhl](http://www.nhl.com/ice/news.htm?id=702122)

An Angry Bird, tired of a life of ramming his head into buildings, has left his flock to become the new mascot for North American hockey, and changing his name to HockeyBird.

The National Hockey League (NHL) has partnered with Rovio Entertainment (the company behind the mobile game Angry Birds) to create a mascot for the NHL. HockeyBird is set to make his feathery debut at the Kings-Ducks game on Saturday, January 25. The NHL also intends to utilize technology that will use fan engagement to interact with a virtual version of HockeyBird that would appear on stadium screens.

HockeyBird licensed souvenir and novelty merchandise, such as pillows, drinkware and apparel are expected to be available for sale at retail stores in the months ahead.

## Trend Insights (Trend Hunter)

- Score: 2.1/10
- Popularity: 13% | Activity: 42% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Gen Alpha, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media)

## Key Themes

### What's Driving This Trend

- **Virtual Fan Engagement:** The NHL's use of technology to interact with a virtual mascot opens up opportunities for immersive experiences and enhanced fan engagement.
- **Cross-industry Collaboration:** The partnership between the NHL and Rovio Entertainment demonstrates the potential for collaboration between sports and gaming industries to create unique brand experiences.
- **Sports Merchandise Innovation:** The introduction of HockeyBird licensed souvenir and novelty merchandise presents an opportunity for the retail industry to explore new product offerings and capitalize on the mascot's popularity.

### Who This Affects Most

- **Sports and Entertainment:** The collaboration between the NHL and Rovio Entertainment highlights the potential for innovation and growth in the sports and entertainment industry.
- **Gaming:** The partnership with the makers of Angry Birds showcases the potential for disruptive innovation in the gaming industry through cross-promotion with major sports leagues.
- **Retail:** The availability of HockeyBird merchandise presents an opportunity for retailers to tap into the demand for unique and licensed sports-themed products.

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