Merchantwise to Rep ‘Minecraft’ in Oz

“Minecraft” signs its first local agency in Australia and New Zealand.

October 21, 2019

Australia’s Merchantwise Licensing has been tapped as the licensing agency for the “Minecraft” video game covering Australia and New Zealand.

Merchantwise will develop retail events and forge licensing and merchandising partnerships to stimulate engagement among the “Minecraft” community in the region. This marks the first time “Minecraft” has had local representation in Australia and New Zealand.

The agency appointment comes ahead of two major “Minecraft” game launches: “Minecraft Earth,” an augmented reality mobile game, and “Minecraft Dungeons,” a multiplayer dungeon-crawler style action game for gaming consoles and PCs.

“We are honored to be working with Microsoft and Mojang on this unique and exciting brand, which both entertains and promotes positive values,” says Alan Schauder, managing director, Merchantwise. “Celebrating its 10th birthday in 2019, ‘Minecraft’ is more popular than ever, with new games, film and TV entertainment all planned over the next few years. Above all, ‘Minecraft’

is a brand that parents and educators love because it encourages creativity, problem-solving, collaboration and other life skills.”