A Minecraft Movie made its theatrical debut last month, achieving a remarkable milestone with its record-breaking release. The beloved global video game franchise continues to expand its reach through a myriad of licensing and brand partnerships that not only promote the film but also enhance the gaming experience. This surge in collaborations has brought the total number of licensing partners to over 200 worldwide.
Expanding the Brand
Minecraft has been actively forging new collaborations and licensing agreements that bolster its core brand while also spotlighting the new film. The breadth of these partnerships spans various sectors, showcasing the versatility and appeal of the franchise.
Minecraft’s global licensing program continues to flourish. With more than 200 licensees worldwide, we’re expanding the brand in exciting and innovative ways — ranging from fashion and consumer electronics to home products and food and beverage. These collaborations embody the creativity and passion of the Minecraft community, allowing fans to express their love for the game in diverse and meaningful ways.
— Hanna Willis, Head of Consumer Products for Minecraft
In the U.S., notable licensing agreements include partnerships with fashion brand Fossil, craft company Woobles, shoe brand Crocs, and meal kit service Home Chef. Each collaboration reflects the franchise’s commitment to reaching a diverse audience.
Fossil has unveiled a collection of six luxury accessories, including watches, wallets, and bracelets, showcasing the brand’s upscale approach to the Minecraft theme. Meanwhile, Woobles offers beginner-friendly crochet kits, marking its second Minecraft collection aimed at crafty enthusiasts.
Crocs has introduced Minecraft-licensed footwear for both children and adults, demonstrating the franchise’s broad appeal. In addition to shoes, Crocs has launched Minecraft-themed Jibbitz, allowing fans to personalize their footwear. Home Chef has also embraced the Minecraft theme, creating meal kits that feature ingredients reminiscent of those found in the game, with meals presented in the iconic Minecraft cube shape.
Internationally, the brand is set to unveil new tabletop games and pinball machines from Merchant Ambassador in August 2025. Other exciting launches include pet and camping gear in Europe, bedding and outdoor products in Mexico, crafting supplies and eyewear in Japan, and party essentials in Brazil. In the health and beauty sector, Bandai is set to debut its Japan line in September, with additional rollouts planned across Mexico, Europe, and Brazil throughout the year. Food and beverage initiatives include offerings from San Carlo in Italy, Marumiya in Japan, Finsbury Foods in the UK and France, and Norco in Australia and New Zealand, along with a variety of new snacks and dairy products across Europe and Brazil. Notably, Dairy Farmers of America released Minecraft-inspired milk in March, featuring a unique vanilla-flavored green milk.
These examples illustrate just a fraction of the well-known companies that have embraced the pixelated charm of Minecraft through their brand partnerships. The franchise’s licensing program has attracted brands from around the globe, fueled by a growing fanbase that continues to expand, particularly in light of the recent film’s success.
To explore the world of Minecraft, visit minecraft.net.
