Angry Birds Star Wars: Rovio pushing itself to 'new level' for launch

Angry Birds: Star Wars developer Rovio has explained its launch plans for its lucrative partnership with LucasArts and toy manufacturer Hasbro, stating "It’s going to be an Angry Birds holiday.”

Speaking with MCV, Rovio's EVP of games Petri Järvilehto said, "We see this as something that’s much bigger than a game launch. We are working with Lucasfilm and Hasbro to bring a fantastic toy line-up to the market. Our retail business is growing extremely rapidly."

Järvilehto added, “It is bigger than any launch we have ever done. We are totally pushing ourselves to a new level with this. It’s going to be an Angry Birds holiday.”

While Rovio has always opted for digital distribution over retail, Angry Birds: Star Wars is hitting retail at launch, something that Järvilehto feels will work well for the developer.

“One of the things that we continually battle with is that when you do electronic distribution it is only able to reach a certain segment," he explained, "But PC retail gives us more reach to people that want to buy something for the kids, or something physical."

So, are you going absolutely 'cuckoo' for Angry Birds: Star Wars? Do you hope the retail box will sell 'cheep'? Are these bird puns becoming a little bit 'eggs'-crutiating? Let us know what you think below.