30% of Rovio’s revenues come from physical goods – plush toys and other spin-offs – rather than sales of its Angry Birds games. But the company is hoping for a more even split in the years ahead.

“In a few years, more than half of our business will be physical,” Rovio’s marketing boss Peter Vesterbacka tells All Things Digital. “We are looking at food, drinks, stuff that you will use everyday… Again, people think that we are crazy.”

In a separate interview with VentureBeat, Vesterbacka talks about Rovio’s plans for 2013 game releases – “we’ll probably do four, maybe five” – and addresses a question about the relative sluggishness of sales for Amazing Alex, Rovio’s first non-Angry Birds game since its main franchise took off.

“We have more downloads than we did for the original Angry Birds at this point. So everything is relative,” says Vesterbacka.

“If you look at Rovio, you could say Angry Birds is our Coke, but we’ll keep doing Sprite and Fanta. Angry Birds is our main brand, but it’s OK to do smaller things. Smaller for us can still be tens of millions.”