Alibaba to Expand Angry Birds in ChinaAlibaba to Expand Angry Birds in China

Chinese e-tailer will now be the exclusive partner for Angry Birds in Asia.

Rovio and the Alibaba Group have entered into a licensing agreement to expand the Angry Birds consumer products program in China.

Alibaba will now be the exclusive online retail partner in China for The Angry Birds Movie and will provide Chinese consumers with a range of licensed Angry Birds merchandise.

Most of the products will be on sale or available for pre-order by May 20. Alibaba will also integrate its other platforms including Tmall, Tmall Magic Box, Youku Tudou and UC Browser to launch a series of marketing activities from May 20 to June 19.

The partnership comes ahead of the global release of The Angry Birds Movie, which is opening in theaters across China, May 20.

Additionally, with The Angry Birds Movie launching in theaters at the same time as China’s traditional Dragon Boat Festival, Rovio is preparing an Angry Birds customized rice dumpling gift package, as well as other activities.

“We are thrilled to partner with the Alibaba Group on The Angry Birds Movie’s consumer products program,” says Alex Lambeek, chief commercial officer, Rovio. “The movie is a major milestone for Rovio, and the cooperation with Alibaba is also a new opportunity for us to bring the Angry Birds brand to the world’s leading e-commerce platform. We believe our cooperation with Alibaba can only increase our brand value while also delighting hundreds of millions of fans in China.”

Additionally, Brand & Deliver has unveiled eight new partners to help promote The Angry Birds Movie in the U.K.

The partners include global partner McDonald’s; international brands Panasonic, Peperami and French hotel chain Accor; U.K. brands Frubes, Thorpe Park; and train companies Abellio and Northern Rail. The new promotional campaigns will include multiple changes to win holiday packages and screenings, signage, co-branded TV commercials and more.