Minecraft’s licensing programme shows no sign of slowing and continues to expand its cultural footprint and create lasting connections with fans worldwide.
Expanding Collaborations and Partnerships
As the anticipation builds for Brand Licensing Europe this October, Minecraft is unveiling an exciting array of collaborations and international licensing partners. Following the remarkable success of A Minecraft Movie, which amassed over 0 million globally, the brand is poised to broaden its influence with innovative partnerships that seamlessly integrate the Minecraft universe into everyday life.
This year’s collaborations reflect the extensive cultural impact of Minecraft, featuring:
- Adidas Originals: Launching a collection of footwear and apparel, complemented by exclusive in-game content.
- Swarovski: Debuting collectible crystal figurines paired with enticing digital rewards.
- KontrolFreek: Offering next-generation console accessories aimed at gamers seeking peak performance.
- Wall’s: Rolling out Minecraft-themed ice cream bars that are delighting fans across Europe.
- OppoSuits: Introducing pixel-perfect suits, sets, and onesies designed for crafters of all ages.
Each of these collaborations highlights Minecraft’s unique ability to blend gaming with lifestyle and culture, resonating with fans across various generations.
“We’re seeing incredible opportunities to connect with a multi-generational audience around the world through collaborations that make Minecraft part of everyday life,” shared Hanna Willis, head of Consumer Products for Minecraft. “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.”
International Licensing Expansion
In addition to these exciting collaborations, Minecraft is significantly broadening its international licensing footprint. Recent launches include:
- Condor in Brazil: A new line of hair and oral care products.
- Nibblish in Australia and New Zealand: A healthy fruit snack range.
- Freiberger in Europe: Frozen pizzas set to hit shelves this autumn.
- Dairy 4 Fun: Offering dairy and plant-based puddings and milk snacks across multiple European markets.
These diverse partnerships exemplify Minecraft’s strategy of embedding the brand into daily rituals, creating touchpoints that extend far beyond the screen.
“I’m looking forward to Brand Licensing Europe and connecting with partners, potential collaborators, and retailers,” remarked Shabnam Elmi, director of International Licensing for Minecraft. “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.”
With new entertainment ventures, immersive attractions, and an upcoming animated Netflix series on the horizon, Minecraft’s licensing programme continues to flourish, paving the way for ongoing growth and innovation into 2026 and beyond.
Visit the Minecraft team at stand A261 (CAA Brands UK).
