Mumbai: SEGA has appointed Black White Orange (BWO) as the official licensing agent for Angry Birds in India, marking a strategic move to expand the globally popular entertainment franchise’s consumer products and brand partnerships in one of its fastest-growing markets.
Under the partnership, BWO will lead the licensing and consumer products programme for Angry Birds in India, working closely with manufacturers, retailers and brand partners to develop officially licensed merchandise, strategic collaborations and consumer experiences tailored for Indian audiences.
The programme will focus on building long-term partnerships across categories including apparel, accessories, stationery, back-to-school products, home décor, gifting, food and beverages, health and beauty, and other consumer product segments.
SEGA said India offers significant growth potential for the Angry Birds franchise, supported by a young and digitally engaged consumer base, an expanding retail ecosystem and increasing demand for licensed entertainment products.
Originally created by Rovio Entertainment in 2009, Angry Birds has grown from a mobile gaming phenomenon into one of the world’s most successful entertainment franchises. The brand has recorded more than five billion game downloads, expanded into blockbuster feature films, animated series, consumer products and location-based entertainment experiences across global markets.
Commenting on the partnership, Katri Chacona, Head of Brand Licensing, Rovio, said, “With its young fanbase, India is an ideal market for Angry Birds to connect with both franchise enthusiasts and families. We’re excited to see the response to our third film in India and for the local consumers to experience the expanding world of Angry Birds.”
Justin Scarpone, Executive Vice President, Head of Global Transmedia Group, SEGA CORPORATION, added, “India is an exciting and strategically important market for Angry Birds, and we’re delighted to partner with BWO to further grow the brand’s licensing business in the region. BWO’s deep understanding of the local market, extensive industry relationships and proven expertise in building successful licensing programmes make them the ideal partner to unlock new opportunities for Angry Birds across India.”
Sharing her views on the association, Mitali Desai, Co-Founder & COO, Black White Orange, said, “Angry Birds is one of those rare entertainment franchises that has evolved from a global gaming phenomenon into a beloved multi-platform brand with enduring appeal across generations. With The Angry Birds Movie 3 set to release in January 2027, we see a strong opportunity to expand the brand through a robust consumer products and promotional licensing programme. We’re excited to partner with leading licensees & brand marketers to bring Angry Birds to life through compelling products, retail activations, collaborations and strategic promotions. We believe the film will be a powerful catalyst for the brand’s next phase of growth in India.”
The appointment reflects SEGA’s continued investment in expanding the Angry Birds consumer products business across key international markets while creating new opportunities for Indian licensing partners to collaborate with one of the world’s most recognised entertainment brands.
The licensing push also comes ahead of the theatrical release of The Angry Birds Movie 3, scheduled to hit cinemas across India in January 2027. The film will be released in both English and Hindi following its global theatrical debut, providing additional momentum for the franchise’s expansion in the Indian market.
