Angry Birds has become "the most copied brand" in China, according to Peter Vesterbacka, CEO of developer Rovio.
He told TechCrunch (via GamesIndustry) that the company is looking on the bright side when it comes to rampant piracy of Angry Birds merchandise in the country.
"There are a lot of Angry Birds products out there, but most of them aren't officially licensed," Vesterbacka said at the Disrupt conference in Beijing.
"Angry Birds is now the most copied brand in China, and we get a lot of inspiration from local producers."
China is now the second biggest market for Angry Birds products behind the US, but it's also the fastest growing, he added.
"The way we look at it is, of course we want to sell the officially licensed, good quality products, but at the same time we have to be happy about the fact that the brand is so loved that it is the most copied brand in China," Vesterbacka said.
"It's great for us to see the demand, and that's why we're building our own stores here. And actually we're building our first stores here, and not in Helsinki... We hope to have quite a few over the next 12 months."
Rovio said last month that Angry Birds downloads have topped 350 million across all platforms.