Minecraft has been named this year’s ‘Boys License of the Year’ at this year’s 2021 Australian Toy Association Awards. Reflective of how successful Minecraft was in 2020 in Australia, the award, which was presented to the brand’s Australian licensing agent, Merchantwise Licensing, was judged by Australian retailers, journalists, industry professionals and aligned association leaders.
An integral part of the Australian Toy Hobby and Licensing Fair, the Australian Toy Association Awards celebrates the outstanding performances achieved by the industry through products, licenses and individual successes.
“We are thrilled to receive ‘Boys License of the Year’ for Minecraft. This award is testament to the extensive brand work we have been undertaking here in Australia for Minecraft – from delivering significant broad cross category campaigns, increasing Minecraft’s target market appeal, developing creative and impactful activations as well as ensuring well executed in-store point of sale activity.”Merchantwise Licensing’s General Manager, Kerryn McCormack
2020 marked the introduction of many new Minecraft products to the Australian and New Zealand (ANZ) market with major retail activations launching in both EB Games and BIG W. There are now 13 licensed partners supplying the ANZ market across all key categories including toys, collectibles, apparel, footwear and accessories, homewares, publishing, novelty and gifting, outdoor and stationery. Most recently, the brand collaborated with Clarks Australia for the first ever range of Minecraft school shoes for both boys and girls.
The Minecraft brand continues to perform beyond expectations across consumer products in leading retailers.