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Mojang names Merchantwise Licensing its Minecraft licensing agent in Australia and New Zealand

Merchantwise Licensing has been appointed as the Australian and New Zealand licensing agent for the  video game brand, Minecraft.

The move will mark the first time Mojang and Microsoft have appointed a local licensing agent for representation in the region. The partnership arrives ahead of two new Minecraft game launches in the coming year.

Minecraft Earth will be an augmented reality mobile game, while Minecraft Dungeons will arrive as a multi-player dungeon-crawler style action game for PC and gaming consoles.

With 176 million copies sold, Minecraft is the best-selling video game of all time. It has over 112 million monthly players and is the most-watched video game on YouTube. Minecraft: Education Edition is used throughout schools in Australia and New Zealand – students can explore Mini Melbourne and traditional Māori culture in the world of Minecraft.

Merchantwise Licensing will be developing retail events, licensing and merchandising partnerships to further strengthen engagement with the Minecraft community in Australia and New Zealand.

“We are honoured to be working with Microsoft and Mojang on this unique and exciting brand, which both entertains and promotes positive values. 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,” said Alan Schauder, managing director

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

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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