The new collection is backed by major retail initiatives launching across the territory. The program was developed by Microsoft in conjunction with local licensing agent Merchantwise Licensing.
To compliment top global partners such as Lego, Mattel and Harper Collins are new partnerships with local licensees including:
Caprice Australia for Australian apparel, accessories, bags, footwear and bedding;
MacEwen Apparel for NZ apparel and accessories;
EB Games for apparel, accessories, gifts and novelties;
Hunter Leisure for back-to-school stationery, bikes and outdoor toys;
Zak! Australia for lunching, drinkware, home decor; and
Impact Merch for calendars, diaries, wall art, puzzles and gifting.
The range includes product categories now available to local consumers for the very first time. New products have been rolling out since July. The line has achieved strong sales across all retailers led by Big W, Target, Kmart, The Warehouse and EB Games/Zing.
“It is a pleasure to be working with Merchantwise Licensing, our licensees and top Australian retailers such as Big W and EB Games to expand our presence down under,” says Bob Brennecke, retailer, business development marketing director,
“Minecraft,” Microsoft. “Together we are creating innovative and world
In October, the adventure begins at Big W with the launch of the first ever ‘Minecraft’ cross-category retail marketing event in Australia. Marketing activity for the line includes dedicated point-of-sale units across all stores, catalogue, website takeover as well as extensive digital and social media. Plans are already underway for a major back-to-school event in the new year.
Also, EB Games is 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.
“Everyone loves ‘Minecraft,’ and now players can fully immerse themselves in the Minecraft world with some brilliant new merchandise across all leading categories,” says Alan Schauder, chief executive officer, Merchantwise Group. “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.”
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