EB Games has entered a new licensing partnership with Xbox Gaming Consumer Products to launch a range of branded merchandise across Australia and New Zealand.
The collaboration brings officially licensed products to market from across the Xbox Game Studios portfolio, including iconic franchises such as Halo, Fallout, Spyro, World of Warcraft, Diablo and DOOM. Products span categories including apparel, accessories, homewares, gifts and drinkware.
The rollout is being timed with major franchise moments and is supported by activation plans across EB Games’ retail, digital and promotional channels. Current product drops form part of the brand’s ongoing ‘Winter Favourites’ campaign.
“Xbox franchises are cultural icons, and partnering to bring these worlds into the daily lives of our customers is incredibly exciting,” said Camilla Hanbury, Brand Director, EB Games. “As the leading destination for gaming and pop culture, EB Games is always finding new ways to deepen fan connections.”
“This collaboration expands how fans engage with their favourite games, giving them even more ways to celebrate the franchises they love beyond the screen.”
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, added: “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 partnership was brokered by Merchantwise, the brand licensing agency representing Xbox Gaming Consumer Products in Australia and New Zealand.
“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,” said Patrick Lynam, Licensing Director, Merchantwise Gaming.
Merchantwise, headquartered in Melbourne, works across consumer products and brand extension programs for entertainment and gaming IP, and operates across Australia, the UK, Europe and China.
Top image: Halo apparel available now at EB Games as part of the Winter Favourites campaign