8 minute read
Special Feature - Minecraft
A Minecraft Movie crafting a blockbuster adventure
Hot on the heels of the blockbuster gaming franchise’s 15th anniversary in 2024, this year sees the release of the highly anticipated live-action film, A Minecraft Movie, which arrives in cinemas globally from early April. In this special feature, Mojang Studios shares with Toy World readers everything they need to know about this major motionpicture release and how its licensing partners are building on the excitement.
The entertainment industry has long seen the crossover between gaming and film as a promising endeavour. Mojang Studios, in partnership with Legendary Pictures, Warner Bros. and Vertigo Entertainment, is set to redefine what it means to bring a video game to life on the silver screen as A Minecraft Movie prepares to make its grand debut in cinemas and Imax across North America on 4th April 2025, with international releases rolling out from 2nd April 2025.
Celebrating over 15 years of creativity, adventure and an ever-growing, passionate fan community, Minecraft remains a cultural juggernaut. The game has inspired millions, from casual players to expert builders, fostering an expansive universe of user-generated content and shared experiences. Now, with this highly anticipated live-action adaptation, the franchise is poised to expand even further, bridging the gap between gaming and entertainment in an unprecedented new way.
Directed by Jared Hess (Napoleon Dynamite, NinetyFive Senses, Nacho Libre), A Minecraft Movie boasts a star-studded cast featuring Jason Momoa, Jack Black, Emma Myers, Danielle Brooks, Sebastian Eugene Hansen and Jennifer Coolidge. With its blend of humor and adventure, combined with the limitless creativity that defines Minecraft, the film is expected to resonate with both dedicated fans and Minecraft newcomers alike.
A Journey into the Overworld
Welcome to the world of Minecraft, where creativity doesn’t just help you craft - it’s essential to survival.
A Minecraft Movie follows four misfits - Garrett “The Garbage Man” Garrison (Jason Momoa), Henry (Sebastian Eugene Hansen), Natalie (Emma Myers) and Dawn (Danielle Brooks) - who find themselves struggling with ordinary problems when they are suddenly pulled through a mysterious portal into the Overworld: a bizarre, cubic wonderland that thrives on imagination. To return home, they must master this world and defend it from formidable enemies, including Piglins and Zombies. Their journey leads them to an unexpected, expert crafter - Steve (Jack Black) - who helps guide them on their adventure.
Together, these five characters must harness their creativity, solve complex challenges, and uncover the power of teamwork in a quest that will test their ingenuity. Their adventure in the Minecraft universe ultimately helps them rediscover their own unique strengths: skills that prove just as valuable in the real world.
The film’s premise stays true to the spirit of the game, emphasising core Minecraft themes of exploration, creativity and survival. Fans can expect to see familiar landscapes, creatures and mechanics faithfully recreated, promising a cinematic experience that is both authentic and thrilling.
“Minecraft embodies the spirit of creativity, adventure and community,” enthuses Hanna Willis, head of Consumer Products at Minecraft. “With this film, we're bringing that essence to life in a groundbreaking way. Fans will see the familiar world they've crafted over the years, while also embarking on a completely new and thrilling journey. It's the perfect blend of nostalgia and new storytelling.”
Special Feature Aphenomenon retail and licensing
The impact of A Minecraft Movie extends far beyond cinemas, with Mojang Studios launching a robust global licensing and retail strategy to capitalise on the film’s release. Over 50 licensing partners worldwide are onboard and ready to introduce a range of merchandise across multiple consumer product categories, including Toys, Collectibles, Apparel, Beauty, Publishing, Home Décor and Food & Beverage.
Major retailers, including Walmart, Target, Amazon, Macy’s/Toys R Us, Primark, Five Below and Smyths, will feature exclusive product lines, driving engagement across diverse markets. The retail rollout is designed to immerse fans in the Minecraft universe beyond the screen, with innovative activations and in-store experiences enhancing the consumer journey.
In the US, Walmart’s 3-Star Entertainment Council programme will prominently feature Minecraft products with multiple placements throughout the store, including an 8-foot pallet train highlighting the latest in Toys, Apparel, Accessories and Publishing. Target will also dedicate significant retail space, incorporating a licensed cart, apparel T-frame fixture and Toy focal endcap.
Making the most of A Minecraft Movie’s toyetic themes and thrilling action, toy manufacturers are introducing exclusive movie-related products, including Lego’s new play sets, The Ghast Balloon Village Attack and Woodland Mansion Fighting Ring, which will debut in March. Mattel has developed a diverse range of action figures and plush, including a Dennis Feature Plush, a Click and Switch Sword and Pickaxe and The Blast Attack Ghast.
In the publishing realm, Insight Editions will release a Making Of deluxe coffee table art book that reveals the filmmaking secrets of A Minecraft Movie. Random House Children’s Group and Farshore will publish a junior novel, an activity book and the first-ever Minecraft Little Golden Book, a Minecraft Step Into Reading Collection for Level 3 readers. Random House Worlds will publish an adult colouring book.
Additional key partners supporting A Minecraft Movie’s launch include Bio World International (Apparel/Accessories), Mad Engine (Apparel), Isaac Morris (Apparel), Jay Franco and Sons (Bedding & Home Décor), Character World (Bedding), Jada Toys, Inc. (Metal Figures), Fashion UK (Apparel), Golden Link (In-Theatre Concessions), Zak! (Drinkware), Snow Commerce (Apparel/Accessories) and a limited-edition Minecraft Pez.
Internationally, Minecraft will showcase 25+ partners across various product categories. With 15 softline partners, including Fashion UK, J Brands, Caprice, MacEwen, Wego and Reedition, plus key collaborations in Home with Hox and Stor, the studio is bringing an exciting line-up of movie-themed products to fans worldwide. In Toys, Bladez Toys, Nerf, Mattel, Grupo Ruz, Headstart and Ensky are helping expand the film’s reach, while Shogakukan is driving Publishing efforts in Japan. With strong international retail support from Primark, C&A, Walmart Mexico, EB Games and Smyths, Minecraft is excited to bring these products to Europe, Latin America, Japan and Australia/New Zealand.
Hanna Willis commented: “We are incredibly proud of the expansive reach and love for the Minecraft brand, which has allowed us to create a dynamic and versatile licensing programme. Our goal has always been to ensure fans can engage with the film in meaningful ways, whether through toys, fashion, or home décor. The support of our licensing and retail partners has been invaluable in bringing this vision to life, and we are thrilled with the overwhelming response we’ve seen so far.”
A global promotional powerhouse
In partnership with Warner Bros., the promotional push behind A Minecraft Movie includes a number of high-profile brand partnerships including Doritos (EMEA) and Oreo (EMEA, APAC, select Central and South American territories). Stay tuned for more global and regional partnerships, each bringing unique and creative activations to the table in the lead up to the theatrical release.
Expanding the Minecraft universe
Beyond the film, Mojang Studios is developing new entertainment extensions to further immerse audiences in the Minecraft universe. One of the most notable expansions is Minecraft Experience: Villager Rescue, an immersive location-based attraction that first debuted in Dallas, Texas, last October. This interactive adventure, featuring large-scale projections, physical sets and cutting-edge special effects, will make its UK and European debut on 4th April 2025 at London’s Corner Corner venue. Plans for additional international expansions are already in the works.
Meanwhile, Mojang has partnered with Netflix to produce a CG-animated Minecraft series, developed by WildBrain (Sonic Prime, Ninjago: Dragons Rising, Carmen Sandiego). The series will introduce an original story with new characters, reflecting the game’s dynamic world in a fresh narrative format.
“From the theatrical release to location-based experiences and a brand-new animated series, we’re committed to building a true multimedia franchise,” explains Hanna Willis. “Our goal is to continue evolving in ways that honour Minecraft’s rich legacy while also reaching new audiences. The next few years will be an incredibly exciting time for the brand, and we can’t wait to share what’s next with our fans.”
Conclusion: a blockbuster in the making
With a highly anticipated film, a sweeping retail initiative and ambitious entertainment expansions, A Minecraft Movie is set to leave a lasting impact on both the gaming and film industries. By staying true to the core principles of Minecraft while embracing innovative storytelling, Mojang Studios and its partners are crafting not just a movie, but a global cultural phenomenon. As April 2025 approaches, all signs point to a blockbuster adventure that will inspire audiences to create, explore, and embark on their own epic quests - both in Minecraft and beyond.
