The Australian and New Zealand licensing agent, Merchantwise Licensing, has brokered a new partnership between Microsoft’s Xbox and the Australian retailer, EB Games that will see the in-store launch of a new collection of Xbox branded merchandise.

Under the new partnership, all EB Games stores across Australia will feature an endcap showcasing several Xbox licensed products, including branded unisex apparel and accessories such as wallets, caps, travel mugs, drink bottles, socks and beach towels. The deal was formed in celebration of the global launch of the Xbox Series X and Xbox Series S consoles.

Launching in time for festive gift-giving, the program also includes digital in-store POS, digital marketing and social posts.

“Xbox continues to be a strong and consistent performer for EB Games – and now more than ever, following the launch of the Xbox Series X and Xbox Series S, fans can’t get enough of the brand,” said Kerryn McCormack, general manager at Merchantwise Licensing.

“EB Games has designed and launched an exciting and extensive range of licensed products that are sure to satisfy Australian fans wanting to further connect and engage with their much-loved brand. We are certain it will be a retail success – especially ahead of the festive gift-giving period.”