Netflix Taps Merchantwise Group for ANZ Licensing
Netflix selects independent agency Merchantwise over global networks for Australia-New Zealand licensing. A signal that regional expertise trumps scale for streaming brand partnerships.
Netflix has selected Merchantwise Group to manage licensing and consumer products programs across Australia and New Zealand, marking the streaming platform's strategic push into regional brand partnerships through a specialized independent agency.
Independent Agency Secures Enterprise Mandate
The appointment positions Merchantwise, a leading independent brand management and marketing agency headquartered in Australia, to develop and execute licensing, retail and brand partnership opportunities across Netflix's key titles and franchises. The mandate covers a broad range of consumer product categories with emphasis on locally relevant partnerships and retail execution.
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Merchantwise will work closely with Netflix's local and global teams to connect ANZ fans with their favorite series and films beyond the screen. The agency maintains offices across Europe and China, representing licensing and consumer products for entertainment, gaming, food and lifestyle brands.
Alan Schauder, group CEO of The Merchantwise Group, emphasized the scale of Netflix's content slate. "Netflix is the most dynamic and influential force in entertainment today, with an unrivaled ability to create cultural moments that translate into powerhouse consumer brands," Schauder said. "The slate is extraordinary, led by breakout titles such as KPop Demon Hunters alongside enduring global phenomena including Stranger Things, Bridgerton and ONE PIECE."
Regional Expertise Drives Agency Selection
The appointment reflects how specialized boutique agencies with deep local market knowledge compete successfully against multinational agency networks for enterprise-level mandates. Netflix's selection prioritizes nimble execution and regional understanding over traditional global network scale.
The move demonstrates streaming platforms' evolving approach to regional brand partnerships, where understanding local retail landscapes and consumer preferences becomes critical for licensing success. Merchantwise's existing presence across ANZ markets positions the agency to navigate regional retail channels and partnership opportunities specific to Australian and New Zealand consumers.
Licensing Expansion Across Key Franchises
Schauder confirmed the agency is committing senior focus and its full suite of capabilities to realize Netflix's consumer products ambitions across both markets. The partnership will use Netflix's content portfolio spanning established franchises and emerging titles to create licensing opportunities tailored to ANZ audiences.
The appointment signals Netflix's commitment to expanding its consumer products business beyond digital streaming, translating on-screen entertainment into physical products and retail experiences. This strategy extends the platform's brand presence into everyday consumer touchpoints while generating additional revenue streams from popular content properties.
Netflix continues setting the global benchmark for entertainment and storytelling, with Merchantwise now tasked with translating that cultural influence into consumer products success across Australia and New Zealand markets.
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