Toons Max Shanghai will oversee all merchandise and licensing opportunities for Angry Birds across Mainland China.
More exciting news for Angry Birds fans in Mainland China! SEGA and Rovio have officially teamed up with Toons Max Shanghai, naming the company their official licensing agent across the region.
This new partnership is set to unlock a massive wave of fresh licensing opportunities, consumer products, and merchandising initiatives. Local companies will now have a streamlined pathway to collaborate with Angry Birds, which has grown to become one of the most recognizable digital brands in the world. Toons Max will be taking the reins to manage and develop these local partnerships nationwide.
This move comes at a time of incredible momentum for Angry Birds in China, as it was recently announced that two beloved Angry Birds games (adaptations of Angry Birds 2 and Angry Birds Dream Blast) will make their return to China, thanks to a partnership with Kingsoft Shiyou. The franchise was also recently honored with the Weibo Annual International Classic IP Honor at the 2026 Weibo Gala.
By combining SEGA and Rovio’s iconic, multi-generational appeal with Toons Max’s deep expertise in the domestic licensing landscape, this partnership aims to bring these vibrant gaming worlds to life. Fans across China can look forward to captivating retail experiences and brand-new ways to engage with their favorite characters.