Minecraft Furthers Global Expansion
Ahead of Brand Licensing Europe this year, Minecraft (Booth #A251 with Minecraft agent CAA) announces its continued growth of the beloved franchise worldwide with new licensing and retail partners, new product categories, and new entertainment. The announcement was made today by Federico San Martin, Senior Director of Minecraft Consumer Products.
Since San Martin joined Minecraft over three years ago, the consumer products business has more than doubled globally and expanded to over 200 licensing partners around the world. The focus of the consumer products business for Minecraft has been on category expansion, solidifying retail relationships with Retail Monster, their US retail agent, and growing the international business in key territories, through agent partnerships CAA (Europe, LATAM, Japan) and Merchantwise (Australia and New Zealand).
Across the globe Minecraft has signed new licensing partnerships to further the brand’s reach, including PMI (global novelty toy partner) and OTL (European and Latin American partner for headphones, speakers, electronics). They are continuing to expand the Health and Beauty category in Europe through their partners Air-Val and H&A.Additional NEW European partners include Toytopic (Plush at Primark), Millmead (optical), and Pyramid (Wall Art).
In Latin America, Minecraft continues to expand its consumer products program. In Mexico, Grupo Ruz released a new line of plush, followed by launches from Cartoonia (apparel and accessories). Mays Zona Libre (bags and stationery) launched in the region to capitalize on back to school. And, in Peru, Arval will debut apparel and accessories later this year.
In Japan, Minecraft products will hit retail, including Takarajima (publishing and novelty), and Bandai and Granup will be releasing Bath products.
Earlier this year Minecraft started celebrating 15 years of gripping adventures, mind-blowing creations, and a community of fans that have left its mark on every block! The 15-Year Anniversary celebration kicked off a multi-year campaign, “Shape Your World” which included an array of product launches and retail activations worldwide.
In celebration of the 15th Anniversary, there were many exciting product collaborations, including a global campaign with LEGO, featuring 50+ creators showcasing their core Minecraft memories, mining a unique LEGO Minecraft block and building with LEGO Minecraft bricks. Other key product collaborations launched with Higround (Keyboards, mousepads, keycaps, jelly bag, T-shirt); global limited-edition LUSH collection (blocky bath bombs and shower bombs, soap, shower jelly, reusable bubble wand, collectible gift box); Kellogg’s® (Creeper Crunch Cinnamon-flavored cereal); Woobles (crochet kits); General Mills Fruit Snacks (Minecraft Fruit Flavored Snacks); and Beats by Dre (special-edition Solo 4 headphone).
In the U.S., Minecraft celebrated its 15th anniversary with retail collaborations, including Walmart, which was awarded the Walmart Entertainment Council 3-Star program to launch a year-long partnership, featuring 10 activations across Walmart stores. Highlights included the Minecraft x Justice brand collaboration, a cross-category pallet train, a Minecraft Fan Shop, and more. Additionally, as part of the 3-Star program, Walmart debuted an exclusive line on August 1, 2024, a Minecraft x Dr. Squatch collaboration that features an endcap for soap product and a sidekick display for a deodorant SKU. Every purchase includes a code for a bespoke bathrobe character creator item.
Minecraft also partnered with Amazon to launch an On-Package Branding Campaign where select Amazon shipper boxes/polybags were “wrapped” with Minecraft 15th Anniversary branding. The packages include a QR code driving recipients to the Amazon Minecraft store.
Internationally, Minecraft has launched over 30 retail activations, both in-store and online, to support the 15th Anniversary, including Hamleys (U.K.); Coppel and Suburbia (Mexico); Parco (Japan); EB Games/Zing (Australia, New Zealand) and The Warehouse (Australia).
San Martin stated: “Over the past three years, we have expanded from the U.S. into key international territories as well as delivering the Minecraft experience into new categories of products. Our goal is to continue to offer our community fresh and unique products, experiences and collaborations to engage with this timeless franchise. I feel we are just at the beginning of creating endless opportunities to grow Minecraft in the years to come.”
In the entertainment space, Minecraft will premiere a new theatrical live-action movie, new CGI-animated series, and location-based entertainment experience.
2025 will bring the big screen release of its first-ever live-action adaptation A MINECRAFT MOVIE on April 4th, from Mojang Studios, in collaboration with Legendary Pictures, Warner Bros. and Vertigo Entertainment. Directed by Jared Hess (Napoleon Dynamite, Nacho Libre), and starring Jason Momoa(Aquaman, Dune), Jack Black (Kung Fu Panda, The Mandalorian, Super Mario Bros. Movie), Emma Myers (Wednesday), Danielle Brooks (Peacemaker, Orange Is the New Black), Sebastian Eugene Hansen (Lisey’s Story), with Jennifer Coolidge (White Lotus), and Kate McKinnon (Barbie), A Minecraft Moviepromises to offer fans a new perspective on the world they know and love. Through compelling storytelling and world-building, the film will deepen the lore of Minecraft and explore aspects of the universe that may not be fully realized in the game alone.
Mojang is working in conjunction with Warner Bros. to deliver an exciting and comprehensive global licensing and promotional program to launch with the release of the film. From apparel to toys and home décor, the product range is designed to captivate both adult and kid demographics. Products will be available at major retailers across the world.
Additionally in the entertainment realm, Minecraft has joined forces with Netflix to produce an all-new CGI-animated series set in Minecraft’s blocky universe. The series, currently in development at WildBrain (creators of Sonic Prime, Ninjago: Dragons Rising, and Carmen Sandiego), will tell an original story with new characters and reflect the world of Minecraft in a new light. Produced by Mojang Studios and Netflix, the series will premiere exclusively on Netflix.
On October 19, Minecraft will unveil an immersive location-based experience, Minecraft Experience: Villager Rescue in Dallas, Texas with plans to expand across the U.S. and to tour globally, including Europe. The interactive adventure utilizes large-scale projections, physical sets, music, sound, and lighting effects to bring the game world to life.
San Martin commented: “We are excited to bring an array of entertainment options into Minecraft. The first live-action feature, new CGI-animated series, and the launch of our location-based experience mark major avenues of growth for the franchise as we continue to look for ways to expand our community and fan base and build an evergreen multi-generational franchise.
