I'm sure it is, there's so much Angry Bird stuff around now

Just today:

Passed by a Samsung Promotion, play angry bird games on SmartTV, win Angry Bird merchandise

The cable car in Singapore has "Angry Bird" promotion cars with Angry Bird Decorations; has whole shop dedicated to Angry Birds Merchandise

Local supermarket, spend $$$, collect stickers, redeem Angry Birds

More than likely and does somewhat indicate a new mentality eventualy towards some games which are used in effect as marketing material to help promote and sell the mechandising aspects.