Merchantwise Group Celebrates 25 Years
Australia and New Zealand’s independent brand licensing and marketing agency Merchantwise Group is celebrating 25 years this month.
Founded in 1999 by former Disney colleagues Alan Schauder (Chief Executive Officer), Rowena Ryan {Chief Operating Officer) and Andros Georgiades (Creative Director), the Merchantwise Group has grown from a small licensing support agency to become the region’s largest independent licensing and marketing agency with an expanding international presence.
Headquartered in Melbourne Australia, Merchantwise Group today comprises of four businesses across brand licensing, creative marketing and media, with a team of 70 located in Australia and around the world.
The Merchantwise Group includes two renowned licensing agencies that each have deep expertise and capabilities within their fields, driving licensing programs generating more than $400M in annual retail sales.
Merchantwise, led by Australia and New Zealand Managing Director Kerryn McCormack, represents some of the world’s best-loved brands across gaming and entertainment, with clients including Minecraft, Xbox, Activision Blizzard, Sega, Hasbro, Sony Pictures, Legendary Entertainment, WildBrain, The Elf on the Shelf and The Beatles.
The division’s innovation and growth within the fast-growing gaming segment has resulted in the recent international expansion of the business in Europe and North Asia, focusing on teen and adult gaming IP under the leadership of Philippe Bost, former Vice President at Activision Blizzard.
Asembl Brands, helmed by Managing Director Justin Watson, is now in its tenth year and has become the Australasian market leader in FMCG and lifestyle licensing with a blue-chip client list including Perfetti Van Melle, Unilever and Rip Curl as well as Diageo and Kellogg’s in partnership with Beanstalk Group.
The Merchantwise Group continues to evolve its unique licensing agency model, bringing a broad suite of capabilities to the world’s leading brands across collaborations, direct-to-retail partnerships, FMCG, creative, marketing and media.
Merchantwise Group CEO Alan Schauder, Group said, “As we celebrate this 25-year milestone, it feels as though we have only just begun! It is an honour to wake up each day and work with many of the world’s best loved brands. Merchantwise Group is deeply thankful to all the wonderful brand owners, licensors, licensees, clients, retailers, suppliers and other industry colleagues with whom we have worked over the past 25 years. Above all, I feel privileged to be part of an amazing team of licensing, marketing and creative professionals who bring great passion and dedication to everything we do.”
