The rise of Rovio Mobile’s Angry Birds continues, with the franchise now having passed the 250 million downloads mark – a mixture of paid sales and free ad-supported versions. The developer has also been talking about its plans for its not-so-fledgling brand. They include something called Magic – a technology that will unlock new content within Angry Birds games based on the user’s location. “You can think of Magic as a way to deliver new things via interactions in the physical world,” product manager Ramine Darabiha tells TechCrunch. Meanwhile, the company is also working on a proper spin-off game called Wine And Dine, which will focus more on the enemy pig characters. Oh, and there’s also an Angry Birds-themed cookbook in the works, focused on ‘egg recipes’.