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Minecraft Merch Hits New Heights Downunder

Minecraft, from Microsoft’s Mojang Studios, is the best-selling video game in history with over 126 million unique monthly players and over 200 million copies sold worldwide. It is the most popular video game brand amongst Australian boys and girls 7- 14 years [1] and is also loved by teens, adults, parents and educators alike.

Now Minecraft is giving players in Australia and New Zealand more of what they love with a wide range of new, locally developed merchandise backed by major retail initiatives launching across the territory from October. The program has been 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 best-in-class local licensees including:

  • 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)

New products have been rolling out since July, achieving very strong sales across all leading retailers led by Big W, Target, Kmart, The Warehouse and EB Games / Zing. The range includes product categories now available to local consumers for the very first time.

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 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, from October, 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.

“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.” said Microsoft Retailer Business Development Minecraft Marketing Director, Bob Brennecke.

Bob Brennecke

“Everyone loves Minecraft, and now players can fully immerse themselves in the Minecraft world with some brilliant new merchandise across all leading categories. 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.” said Merchantwise Group CEO, Alan Schauder.

Alan Schauder

[1] BrandTrends Research 2020, Kidz Global