The counterfeit Angry Birds market has grown in China but game maker Rovio is taking a more positive view than other companies.

The country's reputation as a centre for intellectual property rip off has preceded itself.

However, Rovio's marketing chief Peter Vesterbacka says he is encouraged by all the phony products, including plush toys to iPhone cases.

Rather than get upset he said: "So then I realised that China is already happening in a big way for us and also when you see all these knock-off then you know there is a lot of demand."

China is the second largest Angry Birds market behind the United States, with 140 million downloads.

Rovio is planning to unveil a number of retail stores and "activity parks".

Vesterbacka, who also carries the title "Mighty Eagle", said: "So right now, we are working on the supply side, making sure we get the official licensed products, so you know, the really great Angry Birds toys, T-shirts, and you name it, into the market here in China."