After the success of this year’s A Minecraft Movie, Minecraft is planning to expand its portfolio of licensing projects.
This year, the brand launched a Minecraft line of footwear and apparel with Adidas and a line of crystal figures with jewelry brand Swarovski. Both collaborations included exclusive in-game content with purchases, adding an extra layer of immersion for Minecraft fans. The console accessory brand KontrolFreek also launched a line of Minecraft-themed console accessories, adding an extra element to players’ gaming experiences.
The Minecraft brand has also expanded globally, with recent launches like Condor’s hair and oral care line in Brazil, Nibblish’s fruit snacks in Australia and New Zealand, Dairy 4 Fun’s dairy and plant-based puddings and milk products across Europe, Wall’s Minecraft-themed ice cream bars, and OppoSuits’ formalwear sets, suits, and onesies. This fall, the brand will also launch a line of frozen pizzas with Freiberger in Europe.
Hanna Willis, Head of Consumer Products for Minecraft, shares her thoughts on the recent collaborations: “We’re seeing incredible opportunities to connect with a multi-generational audience around the world through collaborations that make Minecraft part of everyday life. Whether it’s sneakers, ice cream, or collectibles, our partners are helping us build experiences that fans can enjoy both in and out of the game.”
Shabnam Elmi, Director of International Licensing for Minecraft, shares excitement for Brand Licensing Europe: “I’m looking forward to Brand Licensing Europe and connecting with partners, potential collaborators, and retailers. With momentum from A Minecraft Movie, it’s a great time to explore new ways to deliver authentic, globally resonant products. We’re committed to creating experiences that inspire and engage fans everywhere.”
Brand Licensing Europe will be held from Oct. 7-9 at the Excel London exhibition center in London. To find more details about the event, visit brandlicensing.eu.
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