If you’re feeling a bit of deja vu these days, it’s understandable.

Six years ago, Angry Birds mania was at its peak, with people happily wearing t-shirts promoting the game as they walked around, nose-down in their phones, flinging the titular creatures at egg-stealing pigs. Children would walk beside them, either playing the game themselves or clutching a plush doll of the characters.

Read more at Fortune.com: There’s a Huge Marketing Machine Around the ‘Angry Birds’ Movie – Fortune