Angry Birds developer Rovio has admitted that matching the app game's success with a new franchise will be tough.
That's why it's going to put all its eggs in the Angry Birds basket, with aspirations for the brand to rival the likes of Mario and Mickey Mouse.
"Game makers buy into their own bullsh*t," Rovio head Peter Vesterbacka said at the Casual Connect game show in Seattle.
"You think you can make hit after hit. We know how hard it is to do that, so we are betting everything on Angry Birds."
"We are betting everything on Angry Birds," he added. "We want to be the first entertainment brand with a billion fans. That will take us two or three years to do. Next year, we want to be the leading entertainment brand in China."
VentureBeat reports that, in order to push the brand to its limit, Rovio is looking to expand Angry Birds further by using the Mario-esque tactic of making karting games and space-based spin-offs.
Vesterbacka said "all of our enterprises have to be insanely profitable and so far they are. The games and toys are very profitable right now." But he added, "It's not all about monetization now. It's about keeping the fans coming back and building the brand."
Angry Birds hit 250 million downloads last month across all mobile platforms that it features on.