Vu Bui, chief operating officer at Mojang, the company behind the video game “Minecraft,” will give a keynote address at Brand Licensing Europe next week in London.

“Minecraft” is a sandbox game, distinguished by its building blocks and created by Swedish programmer Markus ‘Notch’ Persson. In the five years since its launch it has sold 54 million copies across all platforms and has become third-biggest game of all time.

Every “Minecraft” book has shot to the top of the charts, it counts LEGO as a partner, and Warner Bros. is set to make a feature film. At BLE this year you can hear more about the strategy and plans for this hot brand.

“I’m pleased to have this opportunity to tell the story of the unique way ‘Minecraft’ came up and to share some of the magic and the humor we have experienced along the way,” says Bui. “‘Minecraft’ is a new brand with a new way of thinking and working. As you can imagine, we are inundated with license requests, from the biggest brands to moms and dads and kids wanting to sell small handmade products. I’m looking forward very much to sharing some of our experiences, trials, mishaps and vision for the way we work with our brand.”

“‘Minecraft ‘is breaking the mold,” says Darren Brechin, event director, BLE. “We hear nothing but acclaim and praise for the game itself and for Mojang’s determination to keep that at the center of everything it does. We’re absolutely thrilled that Vu will be giving this keynote and unlocking some of the ‘Minecraft’ magic for us. I’m looking forward to hearing how Mojang intends to guide and strengthen its brand as consumer demand for it increases.”

The keynote forms part of the Licensing Academy program of talks and seminars, which are held during BLE 2014. They are free to attend and the full program can be found at BrandLicensing.eu.