Mojang Studio’s hit video game franchise, Minecraft is ‘hitting new heights’ across the Australian and New Zealand markets through a raft of locally developed merchandise partnerships and major retail initiatives across the territory.
The programme has been developed by Microsoft, owners of Mojan Studio and the Minecraft video gaming brand, in partnership with the IP’s local licensing agent, Merchantwise Licensing.
Minecraft is recognised as the best-selling video game in history with over 126 million unique monthly players and over 200 million copies sold worldwide. In Australia it is tipped as the most popular video game among boys and girls aged seven to 14.
To compliment top global partners such as LEGO, Mattel and Harper Collins, new partnerships with best-in-class local licensees now include apparel and accessories with Caprice Australia, New Zealand apparel and accessories with MacEwen Apparel, apparel, accessories, gifts and novelties with EB Games, back-to-school stationery, bikes and outdoor toys with Hunter Leisure, lucnhing, drinkware, and home decor with Zak! Australia, and calendars, diaries, wall art, puzzles, and gifting with Impact Merch.
New products have been rolling out since July, achieving very strong sales across 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 first time.
Meanwhile, this month sees BIG W launch the first 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,” said Microsoft Retailer Business Development, Minecraft marketing director, Bob Brennecke.
“Together we are creating innovative and world class Minecraft retail programs that will engage and excite local Minecraft players.”
Merchantwise Group CEO, Alan Schauder, added: “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.”