The Global Franchise Continues to Broaden its Reach Across Fashion, Food, Lifestyle, Gaming and Experiences.
Minecraft continues to expand its global consumer products program, with a growing roster of international partnerships bringing the brand into new categories, markets, and everyday consumer experiences. In 2026, new collaborations with Hey Dude, Herschel, Fossil and Dole have further demonstrated the breadth of the Minecraft brand and its ability to connect with fans across generations.
Hey Dude brought a new footwear collection with playful Minecraft designs to both kids and adults and delivered strong sell-through.
Herschel launched a back-to-school collection of more than 40 backpacks, lunch kits and accessories. Several limited-edition styles sold out within days of launch. The partnership also extended into the digital world through a Minecraft Marketplace add-on featuring Herschel’s Little America Cube Backpack.
Fossil launched its second drop of limited-edition Minecraft watches on September 1st, including styles inspired by the Nether, the end, and the upcoming game, Dungeons II. The collection is available worldwide on fossil.com and in select Fossil retail stores.
Dole has also partnered with the game on a multi-phase campaign across North America and Europe, combining collectible banana stickers and a co-branded pineapple tag with exclusive in-game Character Creator items. The multi-year initiative highlights the ability to connect physical products and retail with digital gameplay, while also inspiring healthy eating habits for players aligned with Dole’s mission through additional interactive content on Dole’s website, such as quick, easy, nutritious themed recipes and fun, downloadable activities.
Hanna Willis, Head of Consumer Products, Minecraft:
We are focused on building a consumer products business that expands Minecraft’s reach while staying authentic to what our community values. By partnering with best-in-class companies across fashion, food, gaming, digital and entertainment, we are creating meaningful new ways for fans to engage with the brand and unlocking long-term growth opportunities for our partners around the world.
The Minecraft licensing program is also expanding into new categories. Punchbowl is launching Minecraft-branded digital greeting cards, invitations and party products in September, extending the brand into birthdays, holidays and other everyday celebrations.
Internationally, regional programs continue to strengthen Minecraft’s retail presence. Fraiche has launched Latin America’s first Minecraft fragrance, while Sweet ‘n Fun has introduced a new confectionery program across Central and Eastern Europe.
Retail loyalty campaigns with Auchan Poland, Coop Slovakia and Kaufland Czech Republic are also driving consumer engagement through collectible promotions.
Additional launches include Happy People Minecraft inflatables at Lidl and an X Rocker gaming chair program through Aldi, further expanding the brand across outdoor play, home and gaming lifestyle categories.
Additionally, the upcoming launch of Minecraft Dungeons II on September 29 will bring new creative opportunities to the consumer products program, with new heroes, villains, creatures and environments complementing the evergreen Minecraft business. The action-adventure title opens opportunities across toys, apparel, accessories, collectibles, role play, publishing and promotional programs.
Minecraft’s growing location-based entertainment business is another important area of expansion. Minecraft Experience: Villager Rescue has welcomed more than one million guests worldwide, while Minecraft Experience: Moonlight Trail continues its international rollout after its launch in Buenos Aires, with a Santiago, Chile opening planned for October.
Looking ahead, Minecraft World, the first fully immersive Minecraft-themed land at a major theme park, is under construction at Chessington World of Adventures near London and is scheduled to open in 2027 in partnership with Merlin Entertainments.
The franchise’s entertainment pipeline is also building momentum, with a sequel to A Minecraft Movie planned for a July 2027 theatrical release and a new animated Minecraft series in development for Netflix.
Together, the expanding consumer products, retail, digital, gaming, entertainment, and experiential programs continue to reinforce Minecraft’s position as a global multi-platform franchise.
