Wall’s has embarked on an exciting new venture, partnering with Minecraft, the world-renowned video game, to introduce a co-branded ice cream product that promises to delight fans and create a significant presence in-store. This exclusive offering will be available at Morrisons, marking a noteworthy collaboration between two brands that embody creativity and play.
Innovative Product Launch
The Wall’s x Minecraft ice cream stick showcases a unique blend of flavors and textures, inspired by Minecraft’s iconic mining mechanic. This 75ml treat features a visually appealing layered design: a green vanilla top layer symbolizing grass blocks, a cocoa middle layer representing mud, and a vanilla base adorned with bright blue crunchy inclusions that evoke the game’s hidden gems. With only 73 calories per stick, this product is crafted to satisfy the sweet cravings of a diverse audience.
Leyal Eskin Yilmaz, the chief marketing officer for Europe, UK, Ireland, Australia, and New Zealand, as well as the head of global brands at The Magnum Ice Cream Company, expressed enthusiasm about the collaboration. “This partnership exemplifies how the new Magnum Ice Cream Company can swiftly respond to cultural trends, enhance brand relevance, and generate excitement. Minecraft’s global appeal made this collaboration a natural fit, and we are thrilled to have brought this concept to market with such speed and scale,” she stated.
Cultural Relevance and Market Strategy
With over 300 million copies sold and a player demographic averaging 24 years of age, Minecraft has solidified its status as a global cultural phenomenon. Following the success of the record-breaking Minecraft movie, which grossed over 0 million in its opening week, and a notable increase in weekly active users, the timing for this retail activation could not be more opportune.
Starting July 1st, the ice cream will be exclusively available at Morrisons, supported by in-store point-of-sale materials, front-of-store activations, and prominent visibility. Plans are also in place for the product to roll out in The Netherlands, Italy, Poland, and Spain later this year.
Mike Kenny, ice cream buying manager at Morrisons, expressed excitement about the partnership, stating, “We are thrilled to be the exclusive UK retailer for this innovative product from Wall’s and Minecraft. It exemplifies how strong licensing and cultural relevance can generate excitement in the category. We anticipate that this product will resonate well with families and younger consumers, bolstered by an engaging activation plan that will enliven our freezers this summer.”
Driving Engagement Through Licensing
Licensing remains a pivotal growth strategy for The Magnum Ice Cream Company, allowing it to infuse fresh energy into the category while connecting with established fandoms. By collaborating with beloved intellectual properties like Minecraft—whose related videos have garnered over 1.5 trillion views on YouTube—Wall’s is poised to create the must-try ice cream of the year.
The activation will be further enhanced by a TikTok-first influencer campaign, aimed at fostering natural engagement and desirability across social media platforms. This initiative will communicate directly with Minecraft fans, igniting conversations around the product, the game, and the film, with plans for future campaign expansions.
This collaboration marks a bold new chapter for Wall’s and sets a clear trajectory for The Magnum Ice Cream Company’s ambition to lead cultural conversations with agility, relevance, and impact. The ice cream will be available in four-pack multipacks at Morrisons, retailing at £3.00.
