Rovio Entertainment is looking to further grow the success of its Angry Birds brand - opening up corporate and marketing operations in China.
China is currently the second largest market for Angry Birds, with Rovio forecasting 100 million downloads in the territory by the end of 2011.
Games and other products designed to appeal to Chinese fans will now be developed. The first game, Moon Festival, will be arriving in September. Themed moon cakes will also be available in China, allowing local fans to connect their virutal and physical worlds.
Rovio is also adding strategic partners to its Angry Birds China team. PPW has been appointed as the licensing representative for the franchise.
Branded products will also begin to roll out, including a line of Angry Birds shoes at Letao, which is China's largest online shoe company. China's leading mobile ad network, Madhouse, will also partner with Angry Birds, with more mobile ad industry partners due to be announced soon.
"As we have done in all of our markets around the world, we will create products specifically for this market," said Peter Vesterbacka. "Angry Birds will recognise the uniqueness of China and our Chinese fans. We are delighted to be fully operational in China.
"China has great potential for growth, but just as exciting is the opportunity to build a creative franchise, a marriage of virtual and real life, that is special for China and exciting for our Chinese fans."