By Allison Watkinson
TLL Reporter
Merchantwise has launched partnerships for A Minecraft Movie’s licensing and retail campaign across Australia and New Zealand.
The licensing partnerships offer a range of product types that feature inspiration from both the feature film and the original Minecraft video game.
Offered at a variety of major and specialty retail stores, the licensed Minecraft products span multiple categories including apparel, footwear, plush, toys and accessories.
“From epic plush and seasonal outerwear to sleepwear right through to bespoke accessories, our retail program has been built for every Minecraft and A Minecraft Movie-loving fan,” said Merchantwise gaming director, Patrick Lynam.
For apparel and accessories, Merchantwise has secured regional partners for the brand with Caprice, EB Games, as well as MacEwen Import and Design.
Caprice has launched an extensive collection that includes hoodies, t-shirts, bomber jackets, trackpants, sleepwear, slippers, footwear, umbrellas and spray jackets.
Designed for children and teenagers, the licensed Caprice products feature a variety of prints, graphics and colorways inspired by A Minecraft Movie.
For Australia, EB Games signed on to launch apparel and accessories
Caprice that emphasize pop-culture and film designs.
Through The Warehouse retail locations across New Zealand, MacEwen Import and Design has launched a branded collection of outerwear and sleepwear that is designed to appeal to young teenagers.
For the plush category, Headstart International came on board to support the program with a range of high-quality pixelated plush.
The Headstart International x A Minecraft Movie collection features character-based plush that are based on the Creeper, Dennis the Wolf, the Sheep, and the Bee.
Available in small and medium sizes, the licensed plush can be purchased as single items as well as combination multi-packs.
In addition to the region-specific partnerships, both LEGO and Mattel have brought their product ranges to Australia and New Zealand as part of their global licensing deal with A Minecraft Movie.
“Retail shelves across Australia and New Zealand are stacking up with even more exciting new consumer products inspired by the film based on the best-selling game in the world,” said Lynam. “Launching to coincide with the theatrical release of A Minecraft Movie, which is exceeding box office expectations, our extensive cross-category retail campaign reflects the star-studded action-adventure comedy and is being incredibly well supported locally by both mass and independent specialty retailers.”
Coinciding with the film’s theatrical release, the Minecraft-themed products can be found across the two countries through EB Games, BIG W, Target, Kmart, Best&Less, Myer, The Warehouse and independent specialty stores.
Part of The Merchantwise Group, Merchantwise is a licensing and marketing agency that represents gaming and entertainment properties to develop products, brand extensions and retail programs.
From Warner Bros. Pictures and Legendary Pictures, A Minecraft Movie is an action-adventure comedy that is inspired by the globally popular Minecraft video game from Mojang Studios.
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