Rovio, creator of the global smartphone game phenomenon Angry Birds, is to open a world-first retail store in China.

The Finland-based company chose China for its retail debut after seeing huge volumes of counterfeit Angry Birds merchandise selling to a loyal fan base.

Rovio marketing officer Peter Vesterbacka said the company is targeting retail sales of about $100 million in the first year of its operation and will also showcase its other games and merchandise in the store.

“China is our fastest-growing market, so we are taking it very seriously. We want to be more Chinese than the Chinese companies,” Vesterbacka said.

To become more appealing to Chinese consumers, Rovio is designing games tailored to Chinese traditions including the “Moon Festival” game version to honour the China’s Moon Festival which is also called Mid-autumn Festival.

Rovio will introduce products that are ‘pirate merchandise inspired’ such as mylar balloons containing game’s unlicensed characters. Merchandise comprises 10 to 20 per cent of Rovio’s business.

At present, Rovio is selling flip-flops, stuffed toys and costumes via an online store.

GB