American streaming service Netflix has selected Merchantwise Group to manage the development and execution of local licensing and consumer products programs across Australia and New Zealand.
Founded in Australia in 1999, Merchantwise is a brand management, marketing and media agency. The partnership will involve developing and executing licensing, retail and brand partnership opportunities across key titles and franchises. The appointment covers a broad range of consumer product categories.
Merchantwise group CEO Alan Shauder said Netflix has an extensive portfolio across entertainment, many of which strongly resonate in Australia and New Zealand.
“The slate is extraordinary, led by breakout titles such as KPop Demon Hunters alongside enduring global phenomena including Stranger Things, Bridgerton and One Piece,” Shauder said.
“We are excited and genuinely honoured to be entrusted with this responsibility and are committing senior focus and our full suite of capabilities to ensure Netflix’s consumer products ambitions are realised at scale across Australia and New Zealand.”
Netflix's consumer products division in the United States covers merchandise, apparel, toys and home goods.