Merchantwise Licensing lines up Xbox merchandise partnership with Australian retailer EB Games

Published on: 2nd December 2020

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.”


Breaking News: London Underground strikes called off ahead of BLE

Exclusive: What to look forward to at BLE

Hasbro unveils new Transformers licensed collaborations ahead of BLE 2023

Goliath named global plush partner for The Garfield Movie

Mattel and the Design Museum partner on Barbie 65th anniversary exhibition

Macmillan Children’s Books and Magic Light to celebrate 25 years of The Gruffalo

Zag collaborates with Puma for second Miraculous collection

Marriott Grosvenor House to host The World of the Snowman afternoon tea

Exclusive: Touching Base with BLE exhibitors

Spin Master and Paramount sign global toy deal for Dora