EB Games has announced a new licensing partnership with Xbox Gaming Consumer Products, set to launch a range of branded merchandise across Australia and New Zealand. This collaboration introduces officially licensed products from the Xbox Game Studios portfolio, featuring iconic franchises such as Halo, Fallout, Spyro, World of Warcraft, Diablo, and DOOM. The merchandise will cover various categories, including apparel, accessories, homewares, gifts, and drinkware.
The rollout is strategically timed with major franchise moments and is supported by activation plans across EB Games’ retail, digital, and promotional channels. Currently, product drops are part of the brand’s ongoing ‘Winter Favourites’ campaign. Camilla Hanbury, Brand Director at EB Games, expressed enthusiasm about the partnership, stating, “Xbox franchises are cultural icons, and partnering to bring these worlds into the daily lives of our customers is incredibly exciting.”
Expanding Fan Engagement
This development follows a growing trend in the gaming industry where companies are expanding their reach beyond digital screens to engage fans in new ways. By offering tangible products, EB Games and Xbox aim to deepen fan connections and celebrate beloved franchises. “This collaboration expands how fans engage with their favourite games, giving them even more ways to celebrate the franchises they love beyond the screen,” Hanbury added.
Future launches will include expanded ranges for Fallout, Diablo, and DOOM, reinforcing the deal’s ambition to extend gameplay universes into everyday life for fans across multiple touchpoints. John Friend, Director of Xbox Gaming Consumer Products, commented, “We are thrilled to partner with EB Games to fuel fan love in Australia and New Zealand and celebrate some of the biggest franchises in history across Activision, Blizzard, Bethesda, and Xbox with an awesome range of products.”
The Role of Merchantwise
The partnership was brokered by Merchantwise, the brand licensing agency representing Xbox Gaming Consumer Products in Australia and New Zealand. Patrick Lynam, Licensing Director at Merchantwise Gaming, highlighted the significance of this venture: “Through this exciting licensing partnership, EB Games and Xbox Gaming Consumer Products are taking the game beyond the screen and providing fans with an opportunity to wear, live, and breathe the gameplay worlds they love.”
Merchantwise, headquartered in Melbourne, operates across consumer products and brand extension programs for entertainment and gaming intellectual property (IP), with a presence in Australia, the UK, Europe, and China. This collaboration is a testament to the agency’s ability to bridge the gap between gaming and consumer products, offering fans new ways to experience their favorite franchises.
Market Impact and Future Trends
The announcement comes as the gaming industry continues to evolve, with merchandise becoming an increasingly important aspect of fan engagement. The move represents a strategic effort to capitalize on the popularity of gaming franchises and extend their influence into everyday life. By tapping into the emotional connection fans have with these games, EB Games and Xbox are poised to strengthen their market position in the region.
According to industry experts, the partnership is likely to set a precedent for future collaborations between gaming companies and retail brands. As the demand for gaming-related merchandise grows, other companies may follow suit, seeking to create similar partnerships that offer fans new ways to connect with their favorite games.
“The gaming industry is no longer confined to the digital realm. By offering physical products, companies can create a more immersive experience for fans, allowing them to express their passion in everyday life,” said a leading market analyst.
As EB Games and Xbox continue to roll out new products, fans can look forward to an expanding range of merchandise that celebrates the worlds and characters they love. This partnership not only enhances the gaming experience but also underscores the cultural significance of gaming franchises in today’s society.
For now, fans across Australia and New Zealand can explore the initial offerings as part of EB Games’ ‘Winter Favourites’ campaign, with more exciting launches on the horizon.
