Rovio Entertainment announced that it will be entering a partnership with Alibaba Group's digital entertainment sector to introduce "Angry Birds Stella" in China.
"Angry Birds Stella" will be broadcast by multimedia company Shanghai Media Group and will be shown alongside reality singing contest "Chinese Idols."
The new animated series will be aired during the season finals of the singing competition. Behind-the-scenes footage will also be exclusively shown in China on its own section of ToonsTV, an in-game channel that broadcasts toons.
The digital entertainment sector of Alibaba Group will also be launching the spin-off game of "Angry Birds Stella" on Android in China, along with other merchandise available on Alibaba's online shopping sites.
Rovio Entertainment chief commercial officer Pekka Rantala said that the company is excited to work with Alibaba Group and the broadcasting company Shanghai Media Group.
Rantala also said that China's massive consumer market is a strategic target for Rovio. He also lauded Alibaba's position as the biggest mobile and e-commerce firm in China.
Rantala added that the Angry Birds video games have been installed by users more than two billion times already, and that it is cooperating with the singing show "Chinese Idols" and Alibaba to gain more fans in the massive population of China.
He added that the company already has a sturdy Chinese fan base and that the collaboration will yield more closeness with Rovio and the Angry Birds fans.
The very first Angry Birds game that spawned the rest of the franchise was launched in Dec. 2009.