SEGA has appointed brand licensing company Black White Orange (BWO) as the official licensing agent for the Angry Birds franchise in India, marking a strategic push to expand the entertainment brand's consumer products business in one of its key growth markets.
Under the mandate, BWO will manage the licensing programme for Angry Birds in India, working with manufacturers, retailers and brand partners to develop officially licensed merchandise, brand collaborations and consumer experiences tailored to the local market.
The programme will span multiple product categories, including apparel, accessories, stationery, back-to-school products, home décor, gifting, food and beverages, and health and beauty, as SEGA seeks to capitalise on India's growing appetite for licensed entertainment merchandise.
Originally created by Rovio Entertainment in 2009, Angry Birds has evolved from a mobile game into a global entertainment franchise, with more than five billion game downloads, feature films, animated content and an extensive consumer products portfolio.
Commenting on the partnership, Katri Chacona, Head of Brand Licensing at Rovio, said India represents an important market for the franchise because of its young audience and growing fan base. She added that the company is looking forward to expanding the Angry Birds universe for Indian consumers alongside the upcoming release of The Angry Birds Movie 3.
Justin Scarpone, Executive Vice President and Head of Global Transmedia Group at SEGA Corporation, said BWO's understanding of the Indian market and experience in building licensing programmes made it the right partner to accelerate the franchise's growth in the country.
Mitali Desai, Co-Founder and COO of Black White Orange, said the release of The Angry Birds Movie 3, scheduled for January 2027, presents an opportunity to expand the brand through consumer products, retail activations, strategic collaborations and promotional partnerships.
The appointment is part of SEGA's broader strategy to strengthen the Angry Birds licensing programme across international markets while creating new opportunities for Indian brands and retailers to partner with one of gaming's most recognisable entertainment franchises.
