( CNN ) -- Just how big is mobile game phenomenon `` Angry Birds '' ? Players have slingshotted more than 100 billion virtual birds in the game 's many versions , more birds than actually exist on the planet . That 's according to Peter Vesterbacka , chief of Rovio , the Finnish developer behind the blockbuster game . Speaking on a panel Thursday at Fortune 's Brainstorm Tech conference , Vesterbacka said the game has surpassed 300 million downloads and has set its sights on becoming the first entertainment franchise with 1 billion fans worldwide . To reach that goal , the game 's makers are expanding way beyond their pig-pulverizing core product , which has been a top app for iPhones , iPads and Android devices for more than a year . `` Angry Birds '' toys and stuffed birds have been hot sellers , and a board game hit stores this spring . Also in the works are an animated series , a possible feature film and even a series of books , including a cookbook of egg recipes . `` We 've been told time after time that we 're not supposed to do movies , TV and toys , '' said Vesterbacka , wearing his now-trademark red sweatshirt with an `` Angry Birds '' design on the front . `` We 've sold something like 8 million toys . If you have a strong brand , you can do anything . '' Players of `` Angry Birds '' seek to advance to new levels of the game by sending birds crashing into fortresses built by their nemeses : pigs who have stolen the birds ' eggs . In designing the game , Rovio 's developers tried to strike a balance between challenging players and frustrating them with levels that were too difficult . `` It 's really important that we do n't punish the player , '' Vesterbacka said . `` There 's a great sense of accomplishment when you finally clear that level you 've been stuck on for days . '' Games like `` Angry Birds '' should be addictive , but not in an unhealthy way , Vesterbacka said . `` It should n't be like smoking . '' Panelists Thursday agreed it 's hard to predict when a video game will catch on with the public . But Vesterbacka said people should n't just chalk the success of `` Angry Birds '' up to luck . `` Angry Birds '' was built to be a hit . We were very analytical about it , '' he said . `` We built 51 games before 'Angry Birds , ' so it was n't an overnight success . ''
Players have now slingshotted more than 100 billion virtual birds in the game 's many versions . `` Angry Birds '' creators plan a cookbook of egg recipes . The game 's makers hope to become the first entertainment franchise with 1 billion fans .