Merlin Entertainments is enhancing its partnership with Minecraft by launching the 'Minecraft Meet the Mobs' pop-up experience at Alton Towers from July 18 to August 28. This event allows guests to interact with baby mobs in six Minecraft-themed scenes and includes activities like a mob trail for exclusive in-game rewards. Guests can also take photos with characters such as Iron Golem and Creeper, and enjoy themed snacks and merchandise. The experience is included with standard park admission. Minecraft is the best-selling video game of all time, with over 350 million copies sold, and is set to become the first-ever theme park land at Chessington World of Adventures in a £50 million project opening in 2027. Merlin's collaboration with Mojang Studios was announced in 2024, with plans to invest over £85 million in new attractions in the UK and US.