Minecraft continues to scale its global licensing and entertainment strategy with new partnerships, location-based experiences, and content initiatives, reinforcing its reach across multiple categories. Heading into Licensing Expo 2026, the brand reports more than 200 partners worldwide, spanning apparel, food, collectibles, and creative play.
Recent collaborations include apparel with Cool Shirtz, an ongoing partnership with Adidas that extends into in-game integrations, and a global fashion line with OppoSuits. New category expansions feature Actimel products across Europe, the upcoming global launch of Sticki Rolls, STEM-focused activity kits from Horizon Group USA, and a plush collaboration with Ty inspired by its Beanie Babies format.
“Minecraft continues to grow because it’s a platform for creativity that extends far beyond the game itself,” explains Hanna Willis, Head of Global Consumer Products for Minecraft. “From innovative licensing partnerships to immersive real-world experiences and new storytelling, we’re seeing incredible momentum as the brand continues its expansion across entertainment, consumer products, and global fan engagement.”
Source: Minecraft
Source: Minecraft
Location-based entertainment (LBE) remains a key growth area. Following the debut of Minecraft Experience: Villager Rescue, the franchise introduces Minecraft Experience: Moonlight Trail, an outdoor nighttime attraction, while Merlin Entertainments and Mojang Studios are developing Minecraft World, a themed land set to open at Chessington World of Adventures in 2027. (Learn more about Minecraft offline and LBEs in the May issue of The Toy Book.)
The entertainment pipeline is also expanding. A sequel to A Minecraft Movie is in development with Legendary Pictures and Warner Bros. Pictures, while a new animated series is in development for Netflix, introducing original characters and storylines set within the Minecraft universe.
As the franchise continues to evolve, its expanding mix of licensing, immersive experiences, and storytelling initiatives underscores its position as a cross-platform brand connecting global audiences through play, creativity, and entertainment.
Visit Minecraft at Licensing Expo at booth No. Booth J98-J103.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
