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Netflix taps Merchantwise Group for licensing in ANZ

Netflix has appointed Merchantwise Group to manage its licensing and consumer products strategy across Australia and New Zealand. The Melbourne-based agency will lead licensing, retail and brand partnership initiatives for key Netflix titles in the region.

Focus on local execution

Merchantwise Group operates through two specialist divisions: Merchantwise, which handles entertainment and gaming brands, and Asembl, which specialises in food and lifestyle. The partnership will prioritise locally relevant collaborations and strong retail execution across consumer product categories.

Expanding Netflix’s consumer reach

With more than 300 million paid members worldwide, Netflix aims to strengthen its consumer products presence by leveraging Merchantwise Group’s regional expertise. The collaboration will focus on major franchises, translating their cultural influence into compelling consumer brand opportunities.

Leadership perspective

Merchantwise Group CEO Alan Schauder highlighted Netflix’s ability to create powerful cultural moments and consumer brands, pointing to titles such as KPop Demon Hunters, Stranger Things, Bridgerton and One Piece. He confirmed the agency’s commitment to supporting Netflix’s ambitions at scale across both markets.

Strategic growth move

Operating from Melbourne with offices in Europe and China, Merchantwise Group will use its brand management capabilities to support Netflix’s diverse portfolio. The partnership represents a strategic step for Netflix in expanding its licensing and consumer products footprint while strengthening engagement with local audiences in Australia and New Zealand.

Source: https://www.mi-3.com.au/20-01-2026/netflix-taps-merchantwise-group-licensing-anz 

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