‘Minecraft’ and Crocs to Keynote Licensing Expo

Licensing Expo has announced the powerhouse speakers of Mojang Studios’ leading global gaming brand, Minecraft, and fashion footwear, Crocs, to the keynote lineup at Licensing Expo, slated for June 13-15 at the Mandalay Bay Convention Center in Las Vegas, Nev.  

The keynote, Minecraft x Crocs: Building a World of High Performing Partnerships, will take place Wednesday, June 14, at 9:30 a.m. in the License Global Theater. Federico San Martin, head, consumer products, “Minecraft,” and Matias Infante, vice president, brand partnerships, collaborations and licensing, Crocs, will discuss their journeys in brand development, approach to licensing partnerships and the licensing program they launched together. 

“Minecraft” has sold 238 million copies globally and hosts 140 million active players monthly, while Crocs has sold over 850 million pairs of its signature footwear in more than 85 countries. Both brands’ growth factors can be attributed to crossovers and licensed partnerships with lifestyle, sports, music, entertainment and celebrity brands. 

“Crocs and ‘Minecraft’ have both taken the world by storm, tapping into the cultural phenomenon of personalization, customization and personal identity, appealing to all ages and interests,” says Amanda Cioletti, vice president, content and strategy, Global Licensing Group, Informa Markets, organizers of Licensing Expo. Cioletti will moderate the live conversation. “What we are seeing more and more is a demand for individuality, particularly in the fashion and lifestyle space, and both brands have mastered this well – it shows through their success in product execution, brand adoption and product sell-through.”  

“As we continue to grow the ‘Minecraft’ brand through category and territory expansion, the fashion space will continue to play an integral role,” says San Martin. “Partnering with a powerhouse brand such as Crocs allows us to meet the demands of gamer and fashion fans alike, as well as tap into a broader potential fanbase. I look forward to diving into the ‘why’ and ‘how’ of this partnership with Matias, Amanda and Licensing Expo.” 

“At Crocs, we seek partners that truly connect and engage with their fans,” says Infante. “It was only right that we partner with ‘Minecraft’ – a leader in gaming with a loyal and energetic fanbase. We both understand the importance of connecting the digital and physical worlds, from shoes to the metaverse. Through a cohesive strategy, we brought together elevated product design, a worldwide gaming property and strong co-promotion. I am excited to share our collective learnings at the Licensing Expo.” 

Other gaming brands such as Nintendo, Riot Games, Capcom, Pokémon, SEGA and Ubisoft will also be at Licensing Expo to share their latest IP extensions, including fashion apparel, accessories and more. 

The “Minecraft” x Crocs keynote joins an agenda further anchored by a day one keynote conversation with Sam Edelman, founder and president of the Sam Edelman footwear brand. Both keynotes support this year’s Fashion theme of Licensing Expo. 

To register to attend Licensing Expo for free, please visit Licensingexpo.com.