Mojang inks new Minecraft deals ahead of Licensing Expo

PEZ and Go Gurt are among the brand's latest food licensees, while publishing partners Bright Matter Books and DK Children's come on board for book ranges.
May 14, 2024

Microsoft’s Mojang Studios has signed 12 new licensees for global gaming phenom Minecraft ahead of Licensing Expo in Las Vegas. 

They’ll start dropping SKUs worldwide at retail later this month, starting with a gaming chair and lumbar pillow from Singapore-based Secretlab, inspired by the game’s iconic enemy the Enderman. PEZ (collectible candy), Give and Go (cookie and structure kits), Krusteaz (snack mix) and Go Gurt (yogurt) will spice up the grocery aisle. And Colgate (oral care), Igloo (coolers), Felt Right (home decor), Dynacraft (bikes), Walmart (apparel) and new publishing partners Bright Matter Books and DK Children’s are also on board. 

With the addition of these new partners, Minecraft’s consumer products program now spans more than 180 licensees around the world. For global consumer products head Federico San Martin, the next move is to expand the gaming brand into beauty and consumer electronics, and Mojang plans to announce partners in these categories soon after next week’s market wraps up.

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