Why does Angry Birds have a vice president of book publishing?

It should come as no surprise that there are official Angry Birds books, given its evolution into a brand spanning toys, clothing, sweets and hundreds of other products.

What may be more surprising is that Rovio doesn't simply license Angry Birds out to publishers and leave the details to them. There are licensing deals – Penguin is publishing seven Angry Birds books in 2013 – but Rovio also has an in-house book publishing team, headed up by vice president Sanna Lukander.