Ever since they came up with Angry Birds "Star Wars" App giant Rovio has been thinking what else can be turned in to birds being catapulted at pigs: the answer is everything. Rovio has announced the release of an Angry Birds/ Transformers mash up app.

"Angry Birds Transformers provides fans worldwide with a fun, new story and characters, and innovative ways, like our TELEPODS platform, for consumers to engage with the brand" said John Frascotti, Chief Marketing Officer at Hasbro. "We collaborated with Rovio to create opportunities for kids and families to experience Autobirds and Deceptihogs across multiple formats and entertainment platforms, for a completely immersive branded experience."

Not so long ago, Angry Birds was a popular game you played on the toilet, now it is an unstoppable marketing juggernaut with t-shirts, candy, board games, and toys. The game exists to sell the merchandise, the merchandise exists to sell the game, and on and on in and endless loop, a process first invented by Star Wars and perfected by the 80's cartoon Transformers....oh. Get what's happening here?

"This mash-up is going to appeal to those who grew up with the brand in the 80s, as well as fans of the brand today," said Blanca Juti, Rovio's chief marketing officer.

It's Rovio's latest partnership with Hasbro, and will include a mobile game, licensed merchandise and a range of toys later in 2014. A central part of the deal is the line of Telepods toys that will be sold with the smartphone and tablet game, with players able to scan in toys to have those characters appear in the game.

Angry Birds is also looking to expand the brand with the introduction of an RPG game, Angry Birds Epic, and a sub-brand aimed at girls called Angry Birds Stella.