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Consumer Products

The Minecraft toys come rolling in

With a growing number of kids flocking to online, mobile and console block-building game Minecraft, it's inevitable that more licensing partners will be following suit. The game's developer and publisher Mojang has appointed Jazwares as a global toys and electronics partner.
April 18, 2013

With a growing number of kids flocking to online, mobile and console block-building game Minecraft, it’s inevitable that more licensing partners will be following suit.

The game’s Swedish developer and publisher Mojang has appointed Jazwares, which currently holds licenses for such brands as Adventure Time, Star Wars, Nicktoons and One Direction, as a global toys and electronics partner for Minecraft. The worldwide deal will see a full line of Minecraft action figures, plush and paper craft items hit major retailers by the holiday season.

The Minecraft suite of games currently spans mobile, console, handheld gaming and PC platforms. The latter version surpassed 10 million sales earlier this month.

In terms of other branded goods, a set of Minecraft kids’ books from publisher Egmont are already set to launch in the UK this fall.

The move for more licensed goods comes as toy-integrated games like Disney Infinity launch with their own elements of Minecraft’s open-ended play model.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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