The world of phygital toys is expanding.
Mattel and Minecraft collaborated for the launch of the Minecraft Creator Series Camp Enderwood DLC Map and a full range of companion toys.
Camp Enderwood is a digital destination developed in partnership between Mattel, Minecraft, and Cyclone Designs. Kids can download the new map full of new minigames for free on the Minecraft Marketplace. In the new map, Campers can take part in the Glamper Scavenger Hunt, roast marshmallows, go horseback riding, or enjoy archery, trampolining, or disco dancing. But, wait — there’s a twist!
Camp Enderwood is packed with spooky surprises that Mattel and Minecraft promise will make it “the adventure destination of players’ dreams and their nightmares!”
Characters from Camp Enderwood are making the jump into the toy department with Mattel’s Minecraft Creator Series line of figures, accessories, and stories inspired by the DLC Map.
“Mattel is committed to providing fans of our iconic brands with new channels to experience their favorite characters and storylines,” says PJ Lewis, Global Head of Action Figures at Mattel. “Camp Enderwood is the place where those scary campfire stories are true, and we cannot wait to share it with Minecraft fans.”
Kids can collect Top Athlete, Camp Rockstar, Glamper, Star Child, Gamer, Ska Kid, Craft Lady, Avid Adventurer, Moth Creature, Sunken Spirit, and the Yeti. Each figure comes packed with unique game codes that can be redeemed for in-game items.
Mattel says that its “figure selections represent a variety of costume styles, skin tones, and gender expressions aligned to the diversity and inclusion already present in the Minecraft community.”
The first half of the Camp Enderwood toy line will be released this spring while the rest will hit retail this summer.
For a look at Mattel’s 2023 toy and game lineup, check out the next issue of The Toy Book — aka The BIG Toy Book — available Feb. 28. Don’t miss an issue, subscribe today!
