SEGA has named Black White Orange (BWO) as the official licensing agent for Angry Birds in India, putting the agency in charge of the franchise’s licensing and consumer products programme in the country.

BWO will work with manufacturers, retailers and brand partners to build out licensed merchandise and collaborations across categories such as apparel, accessories, stationery, back-to-school, home, gifting, food and beverage, and health and beauty.

Created by Rovio Entertainment in 2009, Angry Birds has grown from a mobile gaming hit into a multi-platform franchise spanning films, animation, consumer products and location-based entertainment, with over five billion game downloads globally.

Katri Chacona, Head of Brand Licensing at Rovio, called India an ideal market for the franchise given its young fanbase, adding that the team is looking forward to the response to the third Angry Birds film locally.

Justin Scarpone, EVP and Head of Global Transmedia Group at SEGA Corporation, said India is a strategically important market for the brand, and pointed to BWO’s local market knowledge, industry relationships and licensing track record as reasons behind the partnership.

Mitali Desai, Co-founder & COO of Black White Orange, described Angry Birds as a franchise that has evolved from a gaming phenomenon into a multi-generational entertainment brand. With The Angry Birds Movie 3 releasing in January 2027, she sees strong potential to grow the brand through consumer products, retail activations and strategic promotions tied to the film.

The appointment is part of SEGA’s broader push to expand Angry Birds’ licensing footprint internationally, with the film set to release in India in both English and Hindi in January 2027.