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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. 
這是世界各地民眾都很難戒掉的東西：憤怒鳥。這款人氣遊戲已經遠遠跨越行動電話。

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OK, well, some offerings, they have to do with the mobile phone like the Angry Birds iPhone case. 
好，例如一些週邊商品，它們與行動電話有關，像是憤怒鳥的 iPhone 手機套，

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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.
還有這些絨毛豬娃娃、絨毛憤怒鳥娃娃。遊戲開發商 Rovio 表示已經賣出約八百萬組玩具。

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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.
甚至還有一本憤怒鳥烹飪書，它主打的，你猜猜看，是只有蛋料理的食譜，而且還有一部製作中的動畫電影。

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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. 
那麼，Rovio 在靠著憤怒鳥打開知名度前做過五十一款遊戲。這家開發商似乎正在趁這波成功大賺特賺。

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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.
我們現在請到我們的定期科技供稿人，《紐約客》的尼克‧湯普森，在紐約與我們現場連線。

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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?
尼克，好的，你看，有憤怒鳥玩具、電影和烹飪書，這是很棒的行銷手法還是品牌的過度擴張？

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Well, every other game company in history, when they have a game that's a big hit, 
有史以來的其他遊戲公司，當他們有一款轟動的遊戲時，

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what they do is they try to take what they learned and build another big hit. 
他們每一家的作法是試圖從中學習，再打造另一個轟動的遊戲。

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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.
而Rovio 卻採用截然不同的方法，他們反而是採取「讓我們把全世界的一切都變成憤怒鳥」，對吧？像是電影和烹飪書。

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My sense is that it's not the best strategy, 
我覺得這不是最佳的策略，

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because the reason these things sell, the reason the toys sell, the reason the cookbook is gonna sell, 
因為這些東西之所以大賣、這些玩具之所以大賣、這本烹飪書之所以也將賣得出去、

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the reason people watch the movie is because Angry Birds is considered cool. 
這些人之所以會看電影，是因為憤怒鳥被認為很酷。

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But once Angry Birds is ubiquitous, then Angry Birds becomes lame. 
可是一旦憤怒鳥無所不在後，憤怒鳥就變遜了，

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So I think it's a flawed strategy.
因此我認為這是個有缺點的策略。

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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. 
我們得來談談那件禮服，我們這裡有張照片，不知道能不能再放大一點。

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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. 
假如你是 Rovio高階主管的太太，受邀前往參加一場芬蘭總統會出席的正式晚宴，

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And of course, you bring this out and you wear this dress. 
可想而知，你有了這個點子，穿上這身禮服。

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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?
我的意思是，尼克，我不打算問你對於這件禮服的看法，但這套禮服是不是代表 Rovio 的做法不太妥當？

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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? 
想想，如果她的丈夫是一位可口可樂的主管，然後她的肩膀上放著一個碩大的可口可樂瓶子，對吧？

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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, 
或是艾克森美孚。我的意思是，她現在可以成功這麼穿是因為憤怒鳥的文化熱潮，

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but it is... when you do stunts like this, you are in danger of going over a line.
但這……你搞像這樣的噱頭時，就在冒逾矩的風險。