SEGA appoints Black White Orange to lead Angry Birds licensing in India

Mumbai: SEGA is taking aim at India’s fast-growing licensing market with a new partner. The gaming giant has appointed Black White Orange (BWO) as the official licensing agent for the Angry Birds franchise in India, as it looks to expand the brand’s consumer products business ahead of the release of The Angry Birds Movie 3 next year.

Under the agreement, BWO will manage the Angry Birds licensing programme in India, working with manufacturers, retailers and brand partners to develop officially licensed merchandise, promotional collaborations and consumer experiences tailored for the local market.

The programme will cover a wide range of categories, including apparel, accessories, stationery, back-to-school products, home décor, gifting, food and beverage, health and beauty, along with other consumer product segments.

Originally created by Rovio Entertainment in 2009, Angry Birds has grown from a mobile game into a global entertainment franchise spanning films, animation, merchandise and location-based attractions. The franchise has recorded more than five billion game downloads, while its films have generated over $500 million at the global box office.

Commenting on the partnership, Rovio Entertainment head of brand licensing Katri Chacona said India’s young and digitally engaged audience makes it an ideal market for the franchise to strengthen its connection with fans and families. She added that the company is looking forward to introducing more Indian consumers to the expanding Angry Birds universe alongside the upcoming third film.

SEGA executive vice president and head of global transmedia group Justin Scarpone said India is a strategically important market for the franchise. He noted that BWO’s understanding of the local licensing ecosystem and its relationships across the industry make it well placed to unlock new opportunities for the brand.

Echoing the sentiment, Black White Orange co-founder and chief operating officer Mitali Desai said Angry Birds has successfully evolved from a gaming phenomenon into a multi-platform entertainment brand with enduring appeal across generations. She said the release of The Angry Birds Movie 3 in January 2027 presents a strong opportunity to accelerate the franchise through consumer products, retail activations, strategic promotions and brand collaborations.

SEGA said the appointment reflects its broader strategy of strengthening the Angry Birds consumer products programme across key international markets while giving Indian licensing partners greater opportunities to work with one of the world’s most recognisable entertainment brands.

The Angry Birds Movie 3 is scheduled to release in cinemas across India in January 2027 in both English and Hindi. With a new licensing partner in place, SEGA is hoping the film will provide the perfect launchpad for the next chapter of Angry Birds merchandise and brand partnerships in the country.