Mattel is stepping into new digital play territory with the launch of in-game content for Minecraft and a tie-in toy line.
Its Camp Enderwood downloadable content (DLC) will let players visit an eerie summer camp filled with spooky surprises and mini-games, including roasting marshmallows, horseback riding, archery and a scavenger hunt.
The toyco has produced several lines of licensed Minecraft consumer products, ranging from action figures and board games to role-play accessories. But this is the first time in its 10-year partnership with the platform that Mattel has developed new content for a core Minecraft game, says global head of action figures PJ Lewis.
Mattel plans to roll out its first wave of Minecraft Creator Series Camp Enderwood action figure packs to retailers worldwide later this spring. Each SKU will include one of the camp’s original characters, and a QR code that players can use to access in-game items. A second wave of figures is expected to hit shelves in the summer.
This new game and toy line have been in development for more than a year, and it was critical for them to be connected in order to engage the platform’s user base of more than 140 million monthly players who crave both physical and digital products, says Lewis.
“We are excited to bridge the gap between the digital and physical worlds, giving Minecraft fans the ability to recreate their physical toys in-game, and vice versa,” he explains. “The opportunity was clear: Connect the toy line directly to the DLC, and by making certain in-game components accessible via packaging QR codes, we strengthen that tie.”
Camp Enderwood launched for free on Xbox One, Nintendo Switch, mobile devices and PC on January 31 through Minecraft’s online marketplace.