Australian Minecraft players can engage with the franchise in new ways, after Merchantwise signed a range of local licensing partners for the property.
The program, which includes a range of consumer products and dedicated retail activations, has been developed by Microsoft in conjunction with Merchantwise.
To complement global partners such as Lego, Mattel and Harper Collins, Merchantwise has signed six new local partners for the franchise:
· Caprice Australia (Australian apparel, accessories, bags, footwear and bedding)
· MacEwen Apparel (NZ apparel and accessories)
· EB Games (apparel, accessories, gifts and novelties)
· Hunter Leisure (back-to-school stationery, bikes and outdoor toys)
· Zak! Australia (lunching, drinkware, home decor); and
· Impact Merch. (calendars, diaries, wall art, puzzles and gifting)
"Everyone loves Minecraft, and now players can fully immerse themselves in the Minecraft world with some brilliant new merchandise across all leading categories," said Merchantwise Group CEO, Alan Schauder.
"It’s a rare privilege to be working with Mojang, Microsoft and our local partners, helping to take the local Minecraft merchandise program to even greater heights," he said.
The Minecraft products have been rolling out since July, achieving strong sales across retailers such as Big W, Target, Kmart, The Warehouse and EB Games/Zing.
The range also includes product categories now available to local consumers for the very first time.
Complementing the range, Big W has launched the first-ever Minecraft cross-category retail marketing event in Australia.
Marketing activity includes dedicated point-of-sale units across all stores, catalogue, website takeover as well as extensive digital and social media, while plans are already underway for a major back-to-school event in the new year.
Similarly, EB Games is also launching uniquely designed ranges of gamer-centric apparel, accessories, gifts and novelties across both EB Games and Zing Stores, supported by strong digital and in-store marketing.
Microsoft retailer business development Minecraft marketing director, Bob Brennecke added that the business is thrilled to expand its presence in Australia.
"It is a pleasure to be working with Merchantwise Licensing, our licensees and top Australasian retailers such as Big W and EB Games to expand our presence Down Under.
"Together we are creating innovative and world class Minecraft retail programs that will engage and excite local Minecraft players," he said.