SEGA appoints Black White Orange as Angry Birds licensing agent for India

SEGA has appointed Black White Orange (BWO) as the official licensing agent for the Angry Birds franchise in India, marking a push to expand the brand's consumer products and licensing business in one of its fastest-growing markets.

Under the partnership, BWO will lead the Angry Birds licensing programme in India, working with manufacturers, retailers and brand partners to develop officially licensed merchandise, strategic collaborations and consumer experiences tailored for the Indian market.

The programme will span categories including apparel, accessories, stationery, back-to-school products, home décor, gifting, food and beverages, health and beauty, among other consumer product segments.


India represents a key growth market for Angry Birds, supported by its young, digitally engaged consumer base, expanding retail ecosystem and rising demand for licensed entertainment products.

Originally created by Rovio Entertainment in 2009, Angry Birds has grown from a mobile game into a global entertainment franchise with more than 5 billion game downloads, feature films that have collectively grossed over $500 million worldwide, animated series, consumer products and location-based entertainment attractions.

Katri Chacona, Head of Brand Licensing at Rovio, said India offers a strong opportunity for Angry Birds to connect with both long-time fans and families, adding that the company is looking forward to the response to the franchise's third film and the continued expansion of the brand in the country.

Justin Scarpone, Executive Vice President and Head of Global Transmedia Group at SEGA Corporation, said BWO's understanding of the Indian market and expertise in building licensing programmes made it the right partner to grow the Angry Birds brand in the region.

Mitali Desai, Co-Founder and COO of Black White Orange, said the company sees significant opportunities to expand Angry Birds through consumer products, retail activations, collaborations and promotional licensing ahead of the release of The Angry Birds Movie 3 in January 2027.

The third instalment of The Angry Birds Movie franchise is scheduled to release in Indian cinemas in January 2027 in English and Hindi following its global theatrical release.