Mojang Studios

MinecraftCP@microsoft.com

Suite J120

Since launching from Mojang Studios in Stockholm 14 years ago, the Minecraft game and universe has continued to expand, evolving into a global entertainment powerhouse that constantly unveils exciting new merchandise, content, games, retail launches and promotional partners. Led by Federico San Martin, head of Consumer Products for the Minecraft brand, Mojang Studios heads to Licensing Expo to showcase new initiatives including plans for its major 15th anniversary celebration in 2024.

Mojang’s Minecraft is an instantly memorable game about breaking and placing blocks in which players can freely create wonderful, imaginative things. To this day, Mojang’s vision for Minecraft is for the brand to inspire generations of game changers by building a world in which the Minecraft community leaves a lasting legacy in education, equity and social impact, incorporating core values of crafting together, celebrating creativity, fuelling passion and creating fun.

Minecraft is the world’s best-selling video game to date, selling more than 238m copies across all platforms. This beloved game is played by millions of passionate fans from every country and territory around the world, from Antarctica to Vatican City and everywhere in between. Minecraft became the first game to top one trillion views on YouTube (as of December 2021). To help readers visualise this impressive statistic, imagine each view as a Minecraft block 12” square – it would be possible to build a stack that reached from the Earth to the sun and back, with about 7m miles to spare.

The game’s Marketplace partners have generated more than $500m in revenue from the download of skins, worlds and other experiences, and has partnered with some of the biggest entertainment brands to create engaging, highly relevant content including Star Wars, Minions, How to Train Your Dragon, Ben 10, Sonic the Hedgehog and more. In April 2023, Mojang Studios, in partnership with Blackbird Interactive, launched Minecraft Legends, an all-new action strategy game.

What started as a game is now a platform and canvas for creative expression and has evolved into an evergreen entertainment franchise with a robust consumer products and retail programme. Since 2021, the Minecraft brand business has doubled in size with over 150 partners now secured worldwide in a multitude of categories, including toys, games, publishing, apparel/accessories, seasonal, paper goods and more. Existing best-in-class global partners include Lego, Mattel, Random House, Hallmark, Hasbro, Crocs and Uniqlo, as well as regional partners such as Fashion UK, Character World, Cataic and Caprice, to name a few. Recent new partners include American Greetings, Crunchpak, Dynacraft, Bladez Toys, Procos, L Founders, Andromeda

Minecraft-licensed products are carried at key retailers across the globe including Walmart, Target, Amazon, Kohl’s, GameStop, Barnes & Noble, Primark, Pottery Barn, Best Buy, Hot Topic, Smyths, Tesco, EB Games, Big W, Liverpool, C&A, Asda and Riachuelo.

The brand’s focus for the next three years will be on category and global expansion. New partners will soon be announced for Collectibles, Consumer Electronics, Food and Beverage, Health & Beauty and more.

With Licensing Expo’s focus this year on fashion, it is important to highlight that Minecraft has partnered with some of the best fashion brands in the world including Burberry, Lacoste, Crocs and Puma. Minecraft says its Fashion business is an important aspect of the franchise because it bridges the gap between the digital and physical

Mojang Studios currently works with licensing agents around the world to grow the brand including CAA (Europe, Japan, and LATAM) and Merchantwise (Australia and New Zealand).

2024 will witness a global celebration of Minecraft’s 15th anniversary. A number of events and activations are in the pipeline, including expanded entertainment offerings, new content, fresh marketing programmes, retail launches and promotional partnerships, all of which will drive engagement among new fans while simultaneously reinforcing brand loyalty and passion among

Find Your Next Brand

PARTNERSHIP

Thousands of brands looking for their next collaboration. What will you discover?