Licensees Focus


1 Jun - 2021

Merchantwise Licensing delivers another world first for minecraft with Australia Post stamp pack

Microsoft’s Australian and New Zealand licensing agency for Minecraft, Merchantwise Licensing, has secured another world first for the brand with Australia Post set to produce a brand-new Minecraft themed licensed stamp pack.

Designed by Australian creative agency, Three Scoops, the Minecraft licensed stamp pack, which launches on Tuesday 1 June 2021, includes 12 stamps featuring many of Minecraft’s much-loved characters and iconic images in Australia Post’s MyStamps range.

The launch of the Minecraft licensed stamp pack will be supported by a strong digital campaign including eDM marketing and activity across social platforms from Minecraft and Australia Post, including Instagram, Facebook and Twitter. Microsoft Australia will also support across owned social channels.

Merchantwise Licensing’s General Manager, Kerryn McCormack said the launch of Australia Post’s Minecraft licensed stamp pack comes after Merchantwise Licensing successfully secured the world’s first Minecraft Scavenger Hunt game activation with Australian retailer, BIG W, earlier in the year.

“We are excited to be working with Australia Post and leading another world first for the Minecraft brand,” said Ms. McCormack.

“Stamp collecting continues to be popular here in Australia and is seeing a significant resurgence across all age groups making this licensing deal with Australia Post perfect for Minecraft which is globally loved by gamers of all ages.

“We just launched our licensing campaign for the brand last year and Minecraft has already won ‘Boys License of the Year’ at this year’s 2021 Australian Toy Association Awards. We can’t wait to continue rolling out more product launches like this to satisfy the ever-growing Australian demand for the brand,” she concluded.

Australia Post Group Philatelic Manager Michael Zsolt said the new licensed stamp pack was a great addition to the Australia Post MyStamp range.

“Our licensed stamp packs are a wonderful way to engage children with their favourite themes and interests,” he said. “This new Minecraft stamp pack is sure to delight children with the 12 different designs.”   

2020 marked the introduction of many new Minecraft products to the Australian and New Zealand (ANZ) market with major retail activations launching in both EB Games and BIG W.

There are now 13 licensed partners supplying the ANZ market across all key categories including toys, collectables, apparel, footwear and accessories, homewares, publishing, novelty and gifting, outdoor and stationery.

Most recently, the brand collaborated with Clarks Australia for the first ever range of Minecraft school shoes for both boys and girls.

The Minecraft brand continues to perform beyond expectations across consumer products in leading retailers.

The Minecraft licensed stamp pack costs $15.50 and is available across Australia at participating Post Offices, via mail order on 1800 331 794, and online at auspost.com.au/stamps while stocks last.

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