The global power of Minecraft Brand

What started as a game in 2009 about breaking and placing blocks has grown nearly 15 years later into a platform and canvas for creative expression and a global entertainment franchise powerhouse.

The brainchild of Stockholm’s Mojang Studios, the multiple-award-winning Minecraft is an instantly memorable game where players create wonderful and imaginative things. It was developed with a mission to inspire generations of game changers by building a world where the Minecraft community shares core values of crafting together, celebrating creativity, fueling passion, and creating fun!

The critically-acclaimed game became an immediate hit sensation and has since grown to become the best-selling video game of all time selling more than 238 million copies across 20 platforms and is still played today by millions of players in every country and territory around the world, including Antarctica and Vatican City! Minecraft became the first game to top one trillion views on YouTube (as of December 2021). And, a fun fact: If each view were a Minecraft block 12 inches square, you could build a stack that reached from the Earth to the sun and back -- with about seven million miles to spare!

In 2014 when Microsoft acquired Mojang Studios, Minecraft had only eight licensing partners on board and has since evolved into a formidable evergreen entertainment franchise with robust consumer products and retail programs. Mojang Studios continues to expand the Minecraft experience beyond the game.

To continue to grow the franchise, Minecraft launched Marketplace in 2017 as an online store where players

- The Guardian - can purchase community-created content using Minecoins. Marketplace creators have generated more than $500M in revenue from downloads of skins, worlds, and other experiences. Minecraft Marketplace has partnered to create content with some of the biggest entertainment brands, including Star Wars, Minions, How to Train Your Dragon, Ben 10, and Sonic the Hedgehog. apparel/accessories, seasonal, paper goods, and more.

Recently, Minecraft signed a slate of new licensing partners to further expand product offerings, headlined by Crayola (Seasonal/Party – U.S., Canada), American Greetings (Greeting Cards & Wrapping Paper – U.S., Canada), Crunchpak (Food & Beverage – U.S., Canada), Dynacraft (Sporting Goods –U.S.), Bladez Toys (Arts & Crafts – U.K., Europe, Australia), Procos Seasonal/ Party – Europe), L Founders Loyalty Programs – Europe) and Andromeda (Back-to-School – Mexico), joining existing best-in-class global partners, including LEGO, Mattel, Random House, Hallmark, Hasbro, and Uniqlo, as well as regional partners such as Fashion UK, Character World, Cataic, Caprice and more.

Over the past couple of years, Minecraft has also partnered with some of the biggest fashion brands in the world,

This past April, Mojang Studios, in partnership with Blackbird Interactive, launched Minecraft Legends, an allnew action strategy game where fans explore a familiar universe in unfamiliar ways. Minecraft Legends is an organic expansion of the Minecraft IP and continues the Minecraft franchise’s legacy as an approachable, familyfriendly way to jump into new genres.

In 2021 Federico San Martin joined as the Global Head of Consumer Products for the Minecraft brand, with a focus on building the licensing and retail program worldwide. Since then, the consumer products team has expanded the business to over 150 partners worldwide across a multitude of categories, including toys, games, publishing, including Burberry, Lacoste, Crocs, and Puma, to create unique collaborations that bridge the gap between the digital and physical space and speak to the individuality and authenticity of the brand.

“With an unprecedented scope for creativity, Minecraft has become a global phenomenon that fosters creative thinking and problem solving both in the game and through our branded products, offering fans the opportunity to interact with Minecraft both physically and digitally,” commented San Martin.

“Ahead of our 15th anniversary next year, this is the ideal time for us to explore new areas of business globally and to share with current and potential new partners at Licensing Expo our upcoming franchise initiatives across content, game updates, marketing, retail and promotional activities.”

Minecraft heads to Licensing Expo this year as an official exhibitor for the first time (#J120) to showcase new initiatives, including the 15th Anniversary celebration plans in 2024, which includes initiatives to expand the brand’s entertainment offerings; new content, new games, new retail and promotional partnerships and more! Additionally as part of the further evolution of the franchise, Warner Bros. and Legendary Pictures are in development on a Minecraft theatrical feature, set to star Jason Momoa, which will premiere on April 4, 2025.

“Over the next three years, our focus will be on category expansion to include collectibles, consumer electronics, food & beverage, health & beauty, for example, and to continue to work with our international agents, including CAA and Merchantwise to further to build the global footprint of Minecraft,” San Martin adds.

It appears they are certainly delivering on their goal to delight the Minecraft community with products that extend across generations and beyond the game!

Minecraft’s Fashion Collaborations

Heading into this year’s Licensing Expo with its focus on fashion, Mojang Studios’ Minecraft is leading the charge in the gaming world with its high-fashion collaborations with Burberry and Lacoste.

Minecraft’s partnership with Burberry has been touted one of the biggest gaming collaborations of the year. Bridging the gap between the physical and digital worlds, the partners created an in-game adventure, capsule collection, and real-world activations, each filled with creativity, exploration and self-expression.

Accessible via the Minecraft Marketplace, the “Burberry: Freedom to go Beyond” virtual world features digital products that reflect the Burberry brand across four element-inspired realms-air, water, earth and fire, which feature Equestrian Knight character, a monogram maze; building blocks that feature the iconic Nova check; and gardens with hedges shaped as Burberry’s logo. With 15 downloadable skins based on fashion, fantasy and adventure, the game reimagines journeys into nature through the power of adventure.

Additionally, the physical capsule collection was available online and in stores in New York, Shenzhen, London, Tokyo, Seoul, Taiwan and Bangkok. Scenes from the game were also displayed on screens creating an immersive retail experience.

Addressing how this partnership came to be...Federico San Martin, Global Head of Consumer Products for Minecraft explains: “When we look to partner with brands on collaborations it is integral that our brands have similar goals when it comes to brand values, social impact, and outreach. Burberry shared our values of adventure, creativity, and selfexpression as well as the importance of serving our brand communities which is something that we share and want to celebrate”.

Minecraft partnered as well with renowned fashion brand Lacoste for an exclusive collaboration, where the crossover between physical and digital realms brought exclusive product to life. San Martin commented: “Minecraft and

Lacoste are both inspired by the shared ambitions of self-discovery and worldbuilding, so it made sense for these two power brands to partner to create a unique retail experience.”

In the digital world, Minecraft players discovered special Lacoste skins embedded within the game to dress their avatars. Each pixelated clothing item was also available at retail, allowing players to purchase both digital and physical wardrobes.

Also in the digital world, Minecraft players got the exciting opportunity to enter into “Croco Island” where they could explore a tropical Lacoste theme park and try their hand at a series of fun minigames, play tennis, design their own court, and find Mr. Croc’s lost items in a Scavenger Hunt!

The Minecraft x Lacoste capsule apparel and accessories collection featured designs interpreted to fit the Minecraft universe with messages such as, “We Welcome Everyone” and “Crafting Together.”