‘Minecraft’ x Crocs: Playing in the Sandbox

In recent years, both “Minecraft” and Crocs have ingrained themselves in pop culture, with both companies continuing their success through licensing. This past February, the two brands joined forces to create a limited-edition shoe line, including a sandal, clog, jibbitz and an in-game activation. 

To kick off Day 2 of Licensing Expo, Federico San Martin, head, consumer products, “Minecraft,” and Matias Infante, vice president, brand partnerships, collaborations and licensing, Crocs, discussed their journeys in brand development, approaches into licensing partnerships and the licensing program they launched together. 

“We have a lot of shared values,” says Infante. “It really was a natural fit.” 

“Crocs was just perfect for us to go after,” says San Martin. 

For both brands, continuing to tap into what fans need is key to a licensing program. Both Infante and San Martin said part of the appeal for both brands is the ability for anyone to get involved. 

San Martin and Infante both emphasized that “Minecraft” and Crocs may seem kid-focused, but they can enjoyed by the entire family across generations. 

“The key word is engagement,” says Infante. “We have to keep people engaged.” 

While there is no word if “Minecraft’ and Crocs will team up in the near future, both Infante and San Martin know that both brands are still destined for success. 

Related:Building Blocks: Discovering ‘Minecraft’s’ Success in Licensing

“People like a sense of safety,” says Infante. “‘Minecraft’ is safe, and Crocs are safe. It’s why we work well together.”