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Here is something that's hard for people around the world to turn off: Angry Birds. The popular game has gone way beyond the mobile phone. 

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OK, well, some offerings, they have to do with the mobile phone like the Angry Birds iPhone case. 

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There are also these plush pigs, plush Angry Birds. The game developer Rovio says it has sold around eight million toys.

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And there's even an Angry Birds cookbook, and it features, you guessed it, only egg recipes. And there's also an animated movie in the works right there.

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So, Rovio built some 51 games before hitting it big with Angry Birds. It seems the developer is milking the success. 

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So let's go now to our regular tech contributor, Nick Thompson of the New Yorker, and he joins us now live from New York.

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And Nick, all right, you've got the Angry Birds toys, the movie, the cookbook. Is this brilliant marketing or brand overextension?

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Well, every other game company in history, when they have a game that's a big hit, 

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what they do is they try to take what they learned and build another big hit. 

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And Rovio -- totally different approach. Instead, it's let's make everything in the world Angry Birds, right? You have the movies, the cookbook.

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My sense is that it's not the best strategy, 

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because the reason these things sell, the reason the toys sell, the reason the cookbook is gonna sell, 

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the reason people watch the movie is because Angry Birds is considered cool. 

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But once Angry Birds is ubiquitous, then Angry Birds becomes lame. 

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So I think it's a flawed strategy.

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We need to talk about the dress. And we have it pictured right here. I don't know if we can just zoom in a little bit. 

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Let's say you're the wife of a top Rovio exec. You're invited to a formal dinner with the president of Finland. 

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And of course, you bring this out and you wear this dress. 

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I mean, Nick, I'm not gonna ask you what you think of the dress, but is this dress a symbol of what's not quite right with Rovio?

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I mean, think about if her husband was an executive of Coca-Cola and she had a big Coke bottle on her shoulder, right? 

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Or Exxon Mobile. I mean, she can pull it off because of the cultural cachet that Angry Birds has right now, 

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but it is... when you do stunts like this, you are in danger of going over a line.