EB Games is activating a new licensing partnership with Xbox Gaming Consumer Products.

Extending across both Australia and New Zealand, the deal sees EB Games launch licensed product ranges for Xbox Game Studios’ extensive suite of franchises including Xbox and Halo,  as well as properties from Activision Blizzard and Bethesda.

Timed to align with major franchise moments, the partnership will be supported with integrated activation plans across retail, digital, and promotional channels to amplify multi-platform fan engagement.

Broadening EB Games’ collaboration with Xbox Gaming Consumer Products across multiple categories, this strategic licensing partnership has been designed to drive deeper fan engagement and deliver greater brand interaction by extending the gameplay universe into everyday life.

Launches for apparel and accessory categories are already underway and in market for some of the biggest franchises in history including Halo, Spyro and World of Warcraft as part of EB Games’ ‘Winter Favourites’ campaign.

The momentum will continue throughout the year with ranges for fan favourites, Fallout, including apparel, gift, homewares and drinkware pieces, and both Diablo and DOOM with exciting product categories including apparel and accessories.

The partnership with EB Games was brokered by Merchantwise on behalf of Xbox Gaming Consumer Products.

EB Games Brand Director Camilla Hanbury said, “Xbox franchises are cultural icons, and partnering to bring these worlds into the daily lives of our customers is incredibly exciting.  As the leading destination for gaming and pop culture, EB Games is always finding new ways to deepen fan connections.  This collaboration expands how fans engage with their favourite games, giving them even more ways to celebrate the franchises they love beyond the screen.”

Xbox Gaming Consumer Products Director John Friend said, “We are thrilled to partner with EB Games to fuel fan love in Australia and New Zealand and celebrate some of the biggest franchises in history across Activision, Blizzard, Bethesda and Xbox with an awesome range of products.”

Merchantwise Gaming Licensing Director Patrick Lynam said, “Through this exciting licensing partnership, EB Games and Xbox Gaming Consumer Products are taking the game beyond the screen and providing fans with an opportunity to wear, live and breathe the gameplay worlds they love.  From apparel and accessories to homewares and drinkware, EB Games has everything fans need to engage with the biggest franchises in history”.