Mojang Studios, the creative force behind Minecraft—one of the most iconic and best-selling video games of all time—returns to Brand Licensing Europe 2025 under the leadership of Hanna Willis, Head of Consumer Products, and Shabnam Elmi, Director of International, managing international efforts.
The team will be meeting with partners to showcase the ever-expanding Minecraft licensing universe, including new global collaborations, a slate of innovative product launches, and immersive fan experiences.
With over 250+ active licensees worldwide, the Minecraft brand continues to build on its billion-dollar momentum in 2025 and beyond. From cutting-edge consumer products to fresh entertainment content and location-based experiences, Minecraft remains a cultural and commercial powerhouse, connecting with fans across all generations.
A Blockbuster Moment: Minecraft on the Big Screen
Hot on the heels of the box office success of Minecraft: The Movie—which has grossed over $950+ Million in worldwide box office—the brand has cemented its place in entertainment history. The film’s massive performance makes it one of the highest-grossing video game adaptations of all time!
The movie’s success has catalyzed a surge in consumer demand and licensee activity, creating new opportunities for brand engagement and expanding the Minecraft universe into households across the globe.
Hanna Willis, Head of Consumer Products for Minecraft stated:
“The global box-office success of our first live-action theatrical feature proved what we’ve always believed—that Minecraft has the power to bring people together across generations. Families are watching it, kids are discovering it for the first time, and long-time fans are experiencing their favorite world in a new way. That’s the kind of cultural moment that fuels everything we do in licensing.”
Licensing Expansion Across Categories and Continents
As part of its global strategy, Minecraft is deepening its licensing footprint with a robust lineup of new collaborations, licensing partners and international product launches that amplify the brand’s reach through high-impact campaigns, innovative consumer products, and lifestyle integrations.
Launched in April 2025, adidas x Minecraft is a long-term strategic partnership with adidas. In June 2025, the partnership continued with the global launch of the adidas Originals x Minecraft collection and adidas Adventurers Add-On, available in Minecraft Marketplace. The new collection of apparel and footwear products for kids and teens and in-game integration created the perfect crossover between gaming, sport, and culture, inviting the Minecraft community to boost their adventures both in-game and out.
Launched July 24, 2025, KontrolFreek x Minecraft is a new line of Minecraft Creeper Edition Performance Thumbsticks and No-Slip Thumb Grips for next-gen consoles (including the Nintendo Switch 2). The products are available online on Amazon and at select global retailers.
Swarovski x Minecraft was launched this Summer, on July 18, 2025. Four exclusive crystal collectible figurines—Steve, Alex, Creeper, and Pig—are now available at Swarovski stores and online. Each figurine unlocks a limited-edition Crystal Suit in Minecraft’s Character Creator, merging physical collectibles with in-game digital rewards.
Launched in Europe in June 2025 and will continue rolling out through 10 European countries through September 2025, Wall’s x Minecraft is a Minecraft-themed ice cream bar that brings flavor and fun to fans across Europe in multiple retailers, including mass, mid and specialty; convenience, value stores, DTC, grocery, movie theatres and more. Part of a broader initiative to connect with younger audiences through food-based experiences, an additional wave will launch in January of 2026 across additional European cities.
Launched at the end of August OppoSuits x Minecraft is a global apparel collab featuring pixel-perfect Minecraft suits, summer sets, onesies, and more, “For Every Crafter” from kids to adults.
Commented Willis: “We’re seeing incredible opportunities to connect with kids, families, and the growing kidult community through collaborations that make Minecraft part of everyday life. Whether it’s sneakers, ice cream, or collectibles, our partners are helping us build experiences that fans can enjoy both in and out of the game.”
New International Product Launches
An exciting line up of new international launches include Condor (Brazil), an expanded line of Minecraft-branded hair and oral care, launched September 2025; Nibblish (Australia/New Zealand), a healthy fruit snack range, debuted September this year; Freiberger (Europe) has developed individual frozen pizzas launching Fall 2025 across Austria, France, Germany, and Poland. Last but not least, Dairy 4 Fun (Europe) will be a collaboration based on dairy and plant-based puddings, yogurts, and milk snacks launching Fall 2025.
Immersive Experiences: Minecraft in the Real World
Minecraft’s first-ever immersive attraction, Minecraft Experience: Villager Rescue, debuted in Dallas in 2024 and has since expanded to London and Toronto. With more locations coming soon, this in-person, interactive experience offers fans of all ages a chance to step inside the game and become the hero of their own Minecraft adventure.
New Content: Minecraft Heading to Netflix
Minecraft’s universe is also expanding into streaming. A brand-new animated Netflix series is currently in development. The show will feature original characters and storylines, offering a fresh perspective on the Minecraft world. Launching exclusively on Netflix, the series is expected to captivate new and longtime fans alike.
Looking Ahead
From entertainment to consumables, console accessories to collectibles, Minecraft’s momentum shows no sign of slowing down. With strategic global growth, diverse new partnerships, and a laser focus on fan engagement, Minecraft’s licensing program continues to build the brand block by block, ensuring its place as a licensing powerhouse well into 2026 and beyond.
Willis concludes: “What excites us most is the balance of it all—global partners bringing Minecraft into homes through food and fashion, immersive experiences letting fans step inside the game, and new storytelling through Netflix. It means kids, families, and lifelong fans can engage with Minecraft in ways that feel personal and memorable. That’s the future we’re building toward.”
