Heading into this year’s Licensing Expo with its focus on fashion, Mojang Studios’ Minecraft is leading the charge in the gaming world with its high-fashion collaborations with Burberry and Lacoste.
Minecraft’s partnership with Burberry has been touted one of the biggest gaming collaborations of the year. Bridging the gap between the physical and digital worlds, the partners created an in-game adventure, capsule collection, and real-world activations, each filled with creativity, exploration and self-expression.
Accessible via the Minecraft Marketplace, the “Burberry: Freedom to go Beyond” virtual world features digital products that reflect the Burberry brand across four element-inspired realms-air, water, earth and fire, which feature Equestrian Knight character, a monogram maze; building blocks that feature the iconic Nova check; and gardens with hedges shaped as Burberry’s logo. With 15 downloadable skins based on fashion, fantasy and adventure, the game reimagines journeys into nature through the power of adventure.
Federico San Martin
Additionally, the physical capsule collection was available online and in stores in New York, Shenzhen, London, Tokyo, Seoul, Taiwan and Bangkok. Scenes from the game were also displayed on screens creating an immersive retail experience.
Addressing how this partnership came to be, Federico San Martin, Global Head of Consumer Products for Minecraft explains: “When we look to partner with brands on collaborations it is integral that our brands have similar goals when it comes to brand values, social impact, and outreach. Burberry shared our values of adventure, creativity, and self-expression as well as the importance of serving our brand communities which is something that we share and want to celebrate”.
Minecraft partnered as well with renowned fashion brand Lacoste for an exclusive collaboration, where the crossover between physical and digital realms brought exclusive products to life. San Martin commented: “Minecraft and Lacoste are both inspired by the shared ambitions of self-discovery and world-building, so it made sense for these two power brands to partner to create a unique retail experience.”
In the digital world, Minecraft players discovered special Lacoste skins embedded within the game to dress their avatars. Each pixelated clothing item was also available at retail, allowing players to purchase both digital and physical wardrobes.
Also in the digital world, Minecraft players got the exciting opportunity to enter into “Croco Island” where they could explore a tropical Lacoste theme park and try their hand at a series of fun minigames, play tennis, design their own court, and find Mr. Croc’s lost items in a Scavenger Hunt!
The Minecraft x Lacoste capsule apparel and accessories collection featured designs interpreted to fit the Minecraft universe with messages such as, “We Welcome Everyone” and “Crafting Together.”
