Netflix has chosen Merchantwise Group to manage the development and execution of local licensing and consumer products programs across Australia and New Zealand.

Merchantwise, promoted as a leading independent brand management, marketing and media agency in the region, will work closely with Netflix’s local and global teams to develop and execute licensing, retail and brand partnership opportunities across key titles and franchises, connecting local fans with their favourite series and films beyond the screen.

The appointment covers a broad range of consumer product categories with a strong focus on locally relevant partnerships and best-in-class retail execution.

Merchantwise Group CEO Alan Schauder says Netflix continues to set the global benchmark for entertainment and storytelling.

“Netflix is the most dynamic and influential force in entertainment today, with an unrivalled ability to create cultural moments that translate into powerhouse consumer brands,” he says.

“The slate is extraordinary, led by breakout titles such as KPop Demon Hunters alongside enduring global phenomena including Stranger Things, Bridgerton and One Piece.  

“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 NZ.”

Merchantwise is headquartered in Australia with offices across Europe and China and represents licensing and consumer products for some of the world’s “best loved” entertainment, gaming, food and lifestyle brands.