Minecraft has a whole portfolio of new licensing partners, with products from home decor to oral care.
Mojang Studios’ hit video game Minecraft is celebrating its 15th anniversary this year. The Minecraft brand has come far since its indie beginnings and is continuing to expand with new licensing partners lined up ahead of Licensing Expo.
New partners for the brand include Colgate for oral care; PEZ for collectible candy; Igloo for coolers; Felt Right for home decor; Give and Go for cookie and structure kits; Krusteaz for Buck Wild Savory Snack Mix; Bright Matter Books for workbooks; Go-Gurt for yogurt; Dynacraft for bikes; DK Children for the Minecraft Ideas Book and the Minecraft: Official Pop Up Book; and Secretlab for a new Enderman gaming chair skin and Wolf lumbar pillow.
Minecraft has also teamed up with Walmart for products from several licensing partners, such as an apparel collection from Justice.
“Over the past three years, we have been working tirelessly to rapidly ramp up Minecraft’s consumer products business with fresh and relevant products by focusing our efforts on category expansion, retailer relationships, and international growth through our agent partnerships with Retail Monster, CAA, and Merchantwise,” says Federico San Martin, Global Head of Consumer Products for Minecraft.
Mojang Studios released the first version of Minecraft in 2009. The game has since become a genre-defining survival crafting and creative construction experience. It’s been regularly updated since its release, including following Microsoft’s purchase of Mojang Studios in 2014.
The newest licensing deals join Minecraft’s existing partners, including LEGO, Mattel, Hasbro, and more. As the brand gears up for the 2025 release of the live-action A Minecraft Movie, it hopes to continue expanding its licensed offerings.
Visit Minecraft in Stands No. J110 & J112 at Licensing Expo to explore new product collaborations.
