Game On Product Group

Name

Game On Product Group

Legal name

Game On Product Group Pty Ltd

Website

https://gameonproductgroup.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Licensed Health & Beauty / Personal Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (4561)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

Keywords

• Licensed health and beauty products
• Licensed fragrance manufacturing
• Personal care product development
• Licensed character merchandise
• Sports licensing personal care

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Licensed Health & Beauty Products: Game On generates revenue through the development, manufacturing, and distribution of licensed personal care and health & beauty products including fragrances, sunscreens, hand sanitisers, wet wipes, tissues, bandages, dental products, and sunglasses. Products are sold through major retail channels in Australia and internationally, with licensing agreements with major entertainment and sports brands.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels5 records

Core offering

Game On Product Group develops, manufactures and distributes licensed Health & Beauty / Personal Care and Everyday Essential products under major entertainment and sports licenses. Its portfolio spans fragrances (including the MESSI Platinum prestige line), hand sanitisers (licensed character ranges and its own OzGuard hospital-grade line), SPF 50+ sunscreens, wet wipes, bandages, pocket tissues, body mists, dental products and kids' sunglasses, sold wholesale through Australian grocery, pharmacy, mass, convenience and sporting specialty retailers plus international partners such as JCPenney Beauty.

Product overview

Game On Product Group is a licensed product development company specializing in Health & Beauty and Personal Care products since 2006. The company's product portfolio is organized around two main pillars: (1) Fragrances - including prestige licensed fragrances such as MESSI Platinum, Harry Potter Golden Snitch, Disney Princess Storybook Collection, Marvel Comic Book fragrances, Star Wars fragrances (Mandalorian Grogu, Millennium Falcon, Death Star), and celebrity/beer brand collaborations like VB Thirst; (2) Personal Care/Health & Beauty Products - encompassing hand sanitisers (OzGuard medical-grade range and licensed character versions), sunscreens (SPF 50+ broad spectrum), wet wipes, bandages/plasters, pocket tissues, body mists, dental products, and sunglasses. The company leverages major entertainment licenses including Disney, Marvel, Star Wars, Warner Bros, Mattel, and sports leagues (AFL, NRL, English Premier League, NRL). Products are distributed through Australian retailers including JCPenney Beauty, Chemist Warehouse, Coles, Woolworths, Target, Big W, and specialty stores. The portfolio includes over 20 years of licensed product expertise across fragrances, personal care, and everyday essential products.

Differentiator

Problem solved

Functional benefit

Brands

• Messi Fragrances: A dedicated fragrance line under the Leo Messi licensing agreement, including the original Messi fragrance and Messi Platinum.
• OzGuard

Products and services

• MESSI Platinum Eau de Parfum Luxury prestige Eau de Parfum fragrance for Leo Messi featuring a bespoke platinum-finish bottle, fresh opening notes and a smooth woody trail, designed for evening wear and elevated moments, distributed exclusively through JCPenney Beauty.
• Harry Potter Golden Snitch Fragrance Collectible fragrance crafted to embody the magic of the Harry Potter universe, encased in a Golden Snitch-shaped vessel and developed for fans of the franchise.
• Hello Kitty Fragrance Charming licensed fragrance capturing the essence of the Hello Kitty character, designed to evoke happiness and nostalgia for fans.
• Corpse Bride Butterfly Fragrance Tribute fragrance echoing the romantic and Gothic elements of Tim Burton's The Nightmare Before Christmas / Corpse Bride universe, presented in a butterfly-shaped vessel.
• Winnie the Pooh Honey Pot Fragrance Whimsical collectible fragrance shaped like the iconic honeypot from the Hundred Acre Wood and infused with a honey scent.
• Foster's Fragrance Official licensed fragrance of Foster's beer combining the spirit of camaraderie with the essence of a good time, sold through Australian retail channels.
• Cricket Australia Helmet Fragrance Eau De Toilette 100mL fragrance packaged in a helmet-shaped vessel as a tribute to the passion and timeless elegance of cricket, sold through Australian sporting retailers.
• Disney Statuette Fragrance Range Artistic fragrances featuring a spherical design with shimmering crystal lid and metallic statuettes of Disney characters including Bambi, Tinker Bell, Ariel and more.
• Star Wars Mandalorian Grogu Fragrance Enigmatic fragrance capturing the essence of Grogu (Baby Yoda) from The Mandalorian series, enclosed in a Beskar helmet-shaped bottle.
• Mickey Mouse Fragrance Licensed Walt Disney icon fragrance celebrating Mickey Mouse, available in 50mL and 100mL sizes.
• Minnie Mouse Fragrance Soft and sweet fragrance honouring Disney's Minnie Mouse with high quality formulation and shelf presence, available in 50mL and 100mL sizes.
• The Nightmare Before Christmas Fragrance Range Three Eau De Toilette/Eau De Parfum fragrances (Jack Skellington, Sally, Zero) embodying the spooky and whimsical essence of Tim Burton's stop-motion film, sold through Australian and international retailers.
• Spider-Man Fragrance Eau De Toilette 100mL fragrance in a miniature torso bottle featuring Spider-Man's super-suit design, packaged in a reusable tin.
• Spider-Man Bust Fragrance Collector-grade Marvel fragrance encasing a 75mL premium EDT within a custom-moulded Spider-Man head bottle, merging pop-culture collectibles with functional fragrances.
• Marvel Coffret Fragrance Set Gift set combining four 30mL Avengers Eau De Toilette fragrances as a gifting solution for Marvel superhero fans.
• Marvel Comic Book Fragrance Collection Range of 100mL collectable Marvel comic book fragrances packed in square tins that open like comic books, featuring Hulk, Captain America, Thor, and Iron Man variants.
• Star Wars Millennium Falcon Fragrance Iconic Millennium Falcon ship-shaped fragrance vessel containing premium fragrance for Star Wars fans.
• Star Wars Death Star Fragrance Eau De Toilette 90mL featuring a bold and futuristic fragrance profile in a Death Star-inspired bottle design for Star Wars fans.
• VB Thirst - A Scent by VB (Stubby and Longneck) Stubby-shaped 75mL Eau De Toilette and 150mL Longneck variant infused with Victoria Bitter's hop extract, marked as Australia's fastest-selling fragrance.
• The Mandalorian Grogu Bandages 20 hypoallergenic medical adhesive strips branded with Grogu from Star Wars: The Mandalorian, latex-free, breathable and hypoallergenic for children.
• Disney Princess Storybook Fragrance Collection Collectable fragrances in storybook-shaped tins with child-friendly alcohol-free formulas, including Frozen, Beauty and the Beast, Cinderella, Aladdin, Moana, The Little Mermaid, Sleeping Beauty, Tangled and The Lion King.
• Disney Princess Body Mists Child-friendly alcohol-free body mists in various Disney Princess themes including Ariel, Beauty and the Beast, Moana, Aladdin, Rapunzel and Frozen.
• Malibu Barbie Fragrance Eau De Toilette 30mL capturing palm trees, sandy shores and fragrant flowers with summer notes in a surfboard-shaped bottle.
• Mickey Mouse Hand Sanitisers Mickey and Friends branded 50mL hand sanitisers with carabiner for clipping onto school bags and prams.
• Mickey Mouse Pocket Tissues Mickey Mouse branded pocket tissue set of 6 packs with 10 ultra-soft tissues each.
• Mickey Mouse SPF 50+ Sunscreen Mickey Mouse branded SPF 50+ roll-on sunscreen 75mL with added aloe vera and vitamin E, dermatologically tested.
• Mickey Mouse Wet Wipes Mickey Mouse Clubhouse themed hypoallergenic wet wipes, vibrant and youthful, soft to the touch and suitable for children's skin.
• Disney Princess Antibacterial Products Antibacterial products with Disney Princess branding to help fight germs while remaining inviting to children.
• Disney Princess SPF 50+ Sunscreen Disney Princess branded SPF 50+ roll-on sunscreen 75mL for sun protection for children.
• Disney Princess Pocket Tissues Disney Princess branded pocket tissue packs for convenient on-the-go use.
• Spider-Man Bandages 20 high quality medical adhesive strips branded with Spider-Man design, featuring two unique styles that double as collectables.
• Spider-Man Hand Sanitiser 50mL Spider-Man branded instant hand sanitiser 50mL with carabiner, kills 99.9% of germs fast, non-sticky with moisturisers.
• Spider-Man SPF 50+ Sunscreen Broad spectrum SPF 50+ very high protection sunscreen in 75mL roll-on bottle, dermatologically tested with vitamin E, 4 hour water resistant.
• Spider-Man Wet Wipes 30pk Hypoallergenic wet wipes with Spider-Man Clubhouse artwork, alcohol-free, fragrance-free, suitable for all skin types.
• Spider-Man Pocket Tissues Pocket tissue packs with Spider-Man branding, slim pack of 4 with 10 ultra-soft tissues each, ideal for hand bags and school bags.
• Toy Story 4 Fragrance 100mL child-friendly alcohol-free Toy Story fragrance with fun and fruity scent in a collectable reusable tin.
• Toy Story 4 Bandages 20 hypoallergenic adhesive strips branded with Toy Story characters, functioning as collectable stickers for children.
• Toy Story 4 SPF 50+ Roll-On Sunscreen Broad spectrum SPF 50+ sunscreen in 75mL roll-on bottle suitable for children's school bags.
• L.O.L. Surprise Fragrance and Body Mist Range Delicate children's fragrance formula with vibrant fruity scents (50mL fragrances: 'Oh So Radical', 'Squad Goals', 'Fierce') plus child-friendly alcohol-free 250mL body mists (Glitter On, BFF 4EVA, Duchess).
• L.O.L. Surprise Hand Sanitiser and Bandages High-quality antibacterial 50mL L.O.L. Surprise hand sanitisers with carabiner, and 20 hypoallergenic adhesive strips in colourful L.O.L. Surprise designs functioning as stickers for children.
• JoJo Siwa Fragrance and Body Mist Range Alcohol-free JoJo Siwa fragrances (Dream, Girl Power) with pastel JoJo bow bottle design plus 250mL body mist sprays and 50mL hand sanitisers targeting JoJo Siwa fans.
• Space Jam Fragrance Range (Adults and Kids) Eau De Toilette 65mL adult fragrance in glass basketball vessel plus soft-touch basketball-shaped kids fragrance with alcohol-free formula.
• OzGuard Hand Sanitiser Range Company's own-brand hospital grade hand sanitisers in 50mL, 350mL and 750mL sizes with rigorous testing protocols, sought after by medical professionals.
• OzGuard Antibacterial Wipes Own-brand disinfectant household wipes for surfaces like kitchen bench-tops and frequented surfaces, killing 99.99% of germs.
• Avengers Hand Sanitiser, Pocket Tissues and Wet Wipes Avengers branded 50mL hand sanitisers with carabiner, six-pack pocket tissues and soft hypoallergenic wet wipes for Marvel superhero fans and families.
• Barbie Bandages 20 hypoallergenic medical adhesive strips branded with Barbie, functioning as collectable stickers for children.
• Hot Wheels Bandages 20 hypoallergenic medical adhesive strips branded with Hot Wheels for children who love cars.
• Avengers Pocket Tissues Six-pack Avengers branded pocket tissues, suitable for car or school bag, featuring Marvel superhero designs.
• The Incredibles Fragrance and Pocket Tissues Child-friendly alcohol-free 100mL torso fragrance plus a six-pack of pocket tissues featuring The Incredibles superhero characters.
• Tottenham Hotspurs Personal Care Range Tottenham Hotspurs branded adult and kids toothbrushes, adhesive strips/plasters, 3-pack pocket tissues, 50mL hand sanitiser and tissue boxes for Spurs supporters.
• Paris Saint-Germain Branded Products PSG branded toothbrushes, pocket tissues and bandages for football fans.
• Arsenal Branded Personal Care Products Arsenal FC branded personal care and health products for Arsenal supporters.
• Liverpool FC Branded Personal Care Products Liverpool FC branded personal care and health products for Liverpool supporters.
• NRL Provan-Summons Trophy Fragrance 100mL NRL fragrance reflecting the iconic Provan-Summons trophy, customisable with individual club stickers for rugby league fans.
• AFL Premiership Cup Fragrance 100mL AFL fragrance in a custom-built and electroplated premiership cup bottle with team plaques for Australian Football League fans.
• National Geographic Sunscreen and Branded Personal Care National Geographic branded sunscreens in 75mL roll-on and 200mL tube sizes plus additional National Geographic personal care products supporting scientific exploration.
• ABC Kids Bandages, Pocket Tissues and Wet Wipes High quality hypoallergenic bandages and aloe vera wet wipes for ABC Kids brands (Bananas in Pyjamas, Play School, Hoot Hoot GO!) plus 6-pack ABC Kids pocket tissues.
• All Blacks Branded Fragrance New Zealand All Blacks branded fragrance presented in a bust-shaped vessel for rugby union fans.
• AFL, NRL and Premier League Branded Pocket Tissues and Bandages High-quality AFL, NRL, Wolverhampton Wanderers, Justice League, Young Justice and Teen Titans GO! branded pocket tissues plus AFL branded bandages for all clubs.
• Sports and Character Hand Sanitiser Range AFL, NRL, Paw Patrol, Play School, The Wiggles, Minions, Young Justice, Hoot Hoot GO!, Teen Titans GO!, Disney Princess and Mickey Mouse Heritage branded 50mL hand sanitisers.
• Superman, Wonder Woman and Batman Licensed Fragrances Licensed DC superhero fragrances including 100mL Superman Kryptonite fragrance in a crystalline vessel, Wonder Woman Eau De Toilette with logo ring, and Batman branded products.
• Toy Story Collector Tin and Frozen 2 Gift Set Fragrances Fun and fruity Toy Story fragrance in collectable reusable tin plus Frozen 2 fragrance gift set featuring classic bottle, rollerball and body mist.

Quantifiable outcome

• VB Thirst fragrance sold out in under 72 hours

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and regional.

• SheralvencoreStrategic or Co-development Partner · 24 November 2025Sheralven partnered with Game On Product Group to develop and launch MESSI Platinum, Leo Messi's latest prestige fragrance, exclusively available at JCPenney Beauty. This represents a strategic co-development partnership to leverage Messi's global sports icon status for a luxury fragrance product.
• DisneycoreOEM/ Whitelabel/ Licensing PartnerDisney licensing partnership covering Disney Princess, Mickey Mouse, Star Wars, Frozen, The Nightmare Before Christmas, Toy Story, and other Disney properties. Game On develops fragrances, body mists, wet wipes, tissues, sunscreen, hand sanitisers, and other personal care products featuring Disney characters.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerMarvel licensing partnership covering Spider-Man, Avengers, and other Marvel characters. Products include fragrances, hand sanitisers, wet wipes, tissues, bandages, and sunscreen featuring Marvel superheroes.
• Warner BroscoreOEM/ Whitelabel/ Licensing PartnerWarner Bros licensing partnership covering Space Jam and other Warner Bros properties. Game On develops fragrances featuring these entertainment brands.
• Victoria Bitter (Carlton & United Breweries)coreStrategic or Co-development PartnerPartnership with Victoria Bitter to create Thirst fragrance - a world-first fragrance branded with VB's iconic imagery and hop extract. The VB Thirst Stubby fragrance sold out in under 72 hours upon launch, becoming Australia's fastest-selling fragrance.
• Australian Football League (AFL)coreOEM/ Whitelabel/ Licensing PartnerAFL licensing partnership for team-branded fragrances, tissues, hand sanitisers, and bandages. Game On has produced four generations of AFL fragrance ranges since 2020.
• National Rugby League (NRL)coreOEM/ Whitelabel/ Licensing PartnerNRL licensing partnership offering unique collectable fragrances for every NRL club. Widest range of fragrances ever produced for the NRL.
• Cricket AustraliacoreOEM/ Whitelabel/ Licensing PartnerCricket Australia licensing partnership for branded fragrances and other personal care products celebrating Australian cricket culture.
• English Premier LeagueregionalOEM/ Whitelabel/ Licensing PartnerLicensing partnerships with multiple EPL clubs including Arsenal, Liverpool, Tottenham Hotspur, and Wolverhampton Wanderers for pocket tissues, fragrances, and other personal care products.
• All BlacksregionalOEM/ Whitelabel/ Licensing PartnerAll Blacks licensing partnership for branded fragrances and merchandise featuring the iconic New Zealand rugby team.
• Paris Saint-GermainregionalOEM/ Whitelabel/ Licensing PartnerParis Saint-Germain licensing partnership for toothbrushes, pocket tissues, and bandages featuring the French football club.
• MattelcoreOEM/ Whitelabel/ Licensing PartnerMattel licensing partnership covering brands including Barbie and Hot Wheels for bandages and other personal care products.
• L.O.L. SurprisecoreOEM/ Whitelabel/ Licensing PartnerL.O.L. Surprise licensing partnership for children's fragrances, body mists, hand sanitisers, and bandages featuring the popular toy brand.
• ABC KidsregionalOEM/ Whitelabel/ Licensing PartnerABC Kids licensing partnership covering Bananas in Pyjamas, Play School, and Hoot Hoot GO! for wet wipes, tissues, and bandages for Australian children.
• WoolworthsChannel Partner/ Reseller/ DistributorMajor Australian grocery retailer and key distribution channel for Game On products including fragrances, personal care, and licensed merchandise.
• ColescoreChannel Partner/ Reseller/ DistributorMajor Australian grocery retailer and key distribution channel for Game On products.
• Chemist WarehousecoreChannel Partner/ Reseller/ DistributorMajor Australian pharmacy retailer and key distribution channel for Game On's health and beauty products including fragrances and hand sanitisers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Givaudan: World's largest fragrance and flavour compounder, supplying fragrance formulations and manufacturing to brands — upstream enabler for any licensed fragrance developer, including Game On's licensed fragrance portfolio.

Direct peers

• Moose Toys: Australian-headquartered toy company specialising in licensed children's products (Shopkins, collectibles). Closest geographic and business-model analog to Game On's Australian base and entertainment-IP-led licensed personal-care launches.
• Inter Parfums: US-listed licensed fragrance manufacturer developing and producing prestige fragrances under celebrity, fashion, and lifestyle brands. Closely comparable business model to Game On's licensed-fragrance development focus (e.g., Messi, Harry Potter, AFL).

Broad incumbents

• Elizabeth Arden: Iconic fragrance and skincare house with a long history of celebrity-licensed fragrances. Comparable on the prestige-fragrance and gifting retail angle of Game On's Messi and Disney Princess ranges.
• Spin Master: Global children's entertainment company with both proprietary (PAW Patrol) and licensed brands. Comparable in leveraging entertainment IP into mass-retail consumer products.
• Funko: Pop-culture licensed collectibles company (vinyl figures, etc.). Comparable in monetising entertainment IP through differentiated physical products — a similar playbook to Game On's trophy- and character-shaped fragrance vessels.
• Puig: Spanish fragrance and fashion house operating a mix of owned (Carolina Herrera, Paco Rabanne) and licensed fragrance brands. Comparable in licensed-plus-proprietary fragrance development and prestige gifting positioning.
• Coty Inc. Global beauty company with one of the world's largest licensed fragrance portfolios (Calvin Klein, Gucci, Hugo Boss, celebrity launches). Compared to Game On at much larger scale, with the same licensing-driven fragrance development DNA.
• Revlon: Global mass-market beauty company with fragrance, cosmetics, and personal-care categories sold through drug and mass retailers. Comparable retail channel strategy to Game On's Chemist Warehouse / Big W / Kmart distribution mix.

Emerging players

• Jazwares: US-based toy and consumer-products company specialising in licensed entertainment IP (Squishmallows, Wizarding World, etc.). Comparable business model of bringing entertainment and sports IP to mass-market consumer goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/GAMEONPRODUCTGROUP
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Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Game On Product Group