Redmond, WA; 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.

The Hey Dude x Minecraft footwear collection brings playful Minecraft designs to both kids and adults and has delivered strong sell-through, while Herschel x Minecraft 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 x Minecraft launched their 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.comand in select Fossil retail stores.

Minecraft x Dole have also partnered 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 Minecraft’s ability to connect physical products and retail with digital gameplay, while also inspiring healthy eating habits for players, aligned to Dole’s mission, through additional interactive content on Dole’s website such as quick and easy, nutritious Minecraft themed recipes and fun, downloadable activities.

“We are focused on building a consumer products business that expands Minecraft’s reach while staying authentic to what our community values,” said Hanna Willis, Head of Consumer Products, Minecraft. “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 Slovakiaand 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 now welcomed more than one million guests worldwide, while Minecraft Experience: Moonlight Trail continues its international rollout, following 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 creating additional momentum, with a sequel to A Minecraft Movie planned for 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.

About Minecraft
Minecraft is the best-selling video game of all time with millions of players in every country and territory around the world including Antarctica and the Vatican City. At its core, Minecraft is a game about placing blocks and going on adventures. The Minecraft franchise continues to reach new players and fans through ongoing game updates, games like Minecraft Legends and Minecraft Dungeons, Minecraft Education, a diverse line of consumer products, immersive real-world experiences, a growing library of in-game Marketplace content, books and a major motion picture titled, A Minecraft Movie.