SEGA names Black White Orange as Angry Birds’ India licensing agent
Black White Orange will develop Angry Birds merchandise, retail activations, brand collaborations and consumer experiences in India across apparel, stationery, home, food, beauty and other categories, ahead of The Angry Birds Movie 3’s January 2027 release.
The brand move
SEGA appointed Black White Orange as Angry Birds’ India licensing agent to develop licensed merchandise, retail activations, collaborations and consumer experiences across apparel, stationery, home, food, beauty and other categories.
The numbers
- More than 5 billion game downloads
- More than $500 million worldwide film gross
- Angry Birds created in 2009
- The Angry Birds Movie 3 scheduled for January 2027
Why it matters for the brand
Brands and licensees can pursue co-branded Angry Birds launches and retail experiences in India through Black White Orange, with timing aligned to the next movie cycle.
What to track next
- Announcement of Indian theatrical distributor, trailer timing and confirmed January 2027 release date.
- Named licensees in apparel, stationery, food, beauty and home, especially partners with national modern-trade or marketplace reach.
- Retailer commitments from value-fashion chains, department stores, hypermarkets, kids specialists and leading e-commerce platforms.
- Evidence of pre-release demand: social-video engagement, game downloads, search interest and school-season sell-through.
- Scale and frequency of mall, cinema, quick-service restaurant or packaged-food activations.
- Whether licensing extends beyond the film window through new games, short-form content, streaming promotion or seasonal campaigns.
- Movie box office, audience composition and post-theatrical streaming performance in India.
- Prioritize back-to-school stationery, value apparel, footwear/accessories and packaged-food partnerships for the 2026 pre-film runway.
- Build a tiered licensing portfolio: mass-market national partners, e-commerce-exclusive drops and a small number of higher-margin beauty, home or collectible collaborations.
- Use mall, cinema and family-entertainment activations to collect first-party audience data and connect physical events to retail coupons and marketplace storefronts.
- Time major product launches to trailer, music, theatrical and streaming milestones rather than concentrating all inventory at the January 2027 premiere.
- Localize creative with Indian family, school, festival and cricket-adjacent retail moments while retaining core character recognition.
- Secure retail media and end-cap commitments early from large-format, value-fashion and online marketplaces to reduce dependence on fragmented licensee distribution.
The counter-case
An agency appointment is not evidence of consumer demand, retail listings or meaningful licensing revenue. Angry Birds’ brand heat has faded from its peak, and a January 2027 film creates a long runway in which attention can dissipate. India’s licensing market is highly price-sensitive and crowded with stronger current entertainment franchises, while spanning apparel, food, beauty, home and stationery risks fragmented execution and low-quality product proliferation rather than a coherent programme.