The hit game Angry Birds will become a weekly cartoon TV series later this year — and a film of the game is due in 2015.

Rovio animation head Nick Dorra said at a conference in Cannes, “Angry Birds will, in the future, be less and less about the slingshot.”

He promised that the new series will explore, ‘Deeper thoughts, deeper feelings of the characters, such as why are they always angry’?

Peter Vesterbacka, marketing chief of the Finnish start-up behind the world’s most downloaded game said that Rovio, sees itself as an entertainment brand, not just a games company.

“We want to make Angry Birds a permanent part of pop culture,” he said, comparing the brand to Nintendo’s Mario and Sanrio’s Hello Kitty. “We’re just getting started.”