By Allison Watkinson
TLL Reporter
Minecraft has announced an extensive slate of licensing partners, retail collaborations and entertainment offerings ahead of the BLE 2024 Expo.
The expansion of Minecraft’s consumer products business has focused on reaching new categories, growing its retail relationships in the United States and extending the brand’s international business with new licensees.
Minecraft’s retail partnerships in the United States are managed through the Retail Monster agency.
The brand’s international licensing program is managed through the Creative Artists Agency (CAA) for Europe, Latin America and Japan; and through the Merchantwise agency for Australia and New Zealand.
“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,” said Minecraft Consumer Products SD, Federico San Martin. “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.”
Since San Martin first joined Minecraft more than three years ago, the brand’s consumer products business has expanded to include over 200 licensing partners located around the world.
Minecraft’s new European partners include Toytopic for themed plush, Millmead for optical products, Pyramid for licensed wall art and OTL for consumer electronics.
The OTL collection will include a range of headphones, speakers and other Minecraft-themed electronics for launch across both Europe and Latin America.
In addition, Minecraft is developing new health and beauty products as an expansion to its existing partnerships with Air-Val and H&A in Europe.
In Latin America, Minecraft has released new licensed products in partnership with Grupo Ruz, Cartoonia and Mays Zona Libre in Mexico; as well as signed a new fashion partnership with Arval in Peru.
For the Minecraft partnership, Grupo Ruz debuted a line of licensed plush, Cartoonia launched a collection of themed apparel and accessories and Mays Zona Libre released a collection of bags and stationery for the back-to-school season. Arval will debut its licensed fashion collection in Peru later this year.
For the Japan market, Minecraft has secured partnerships with Takarajima for publishing and novelty items, as well as signing on Bandai and Granup for licensed bath products.
In addition to the region-specific licensees, Minecraft has signed a partnership with PMI that names the company as its global novelty toy partner.
Earlier this year Minecraft started celebrating its 15th anniversary with a new multi-year campaign called Shape Your World.
Since the campaign’s initial debut, Shape Your World has included an array of global product launches, promotional collaborations and retail activations.
The Shape Your World 15th anniversary activations has included prominent global and regional partners such as The Lego Group, Higround, Lush, Kellogg’s, Beats by Dre, General Mills, Woobles, Amazon, Walmart, Hamleys, EB Games, Parco, Suburbia and more.
In the entertainment sector, Minecraft is developing several new projects including a live-action feature film titled ‘A Minecraft Movie’, an animated series and a location-based experience.
Slated for release in April 2025, A Minecraft Movie will serve as a live-action adaptation of the video game franchise.
The film is currently being developed by Mojang Studios in collaboration with Legendary Pictures, Vertigo Entertainment and Warner Bros.
A joint production from Netflix and Mojang Studios, the upcoming Netflix-exclusive Minecraft animated series will feature an original story and characters set in the Minecraft world. The CGI-animated series is currently in development at WildBrain.
In addition, the Minecraft brand will be unveiling an immersive location-based experience called Minecraft Experience: Villager Rescue in Dallas, Texas on October 19, 2024.
Following its initial debut, Minecraft Experience: Villager Rescue plans to expand its reach with an extensive global tour.
“We are excited to bring an array of entertainment options into Minecraft,” said Minecraft Consumer Products SD, Federico San Martin. “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.”
Mojang is currently working alongside Warner Bros. to develop and deliver a comprehensive global licensing and promotional program to support the upcoming release of the Minecraft feature film.
Minecraft will be exhibiting at this year’s Brand Licensing Europe event at Booth #A251 with its European licensing representative, CAA.