Building A Brand

“Minecraft” is one of the most popular video games of all time and continues to stack more onto its licensing program.
Patricia DeLuca

April 11, 2022


At A Glance

  • License Global explores the success of "Minecraft" and its licensing program.

Microsoft's hit video game, “


,” is set in a 3D world where players can make – or break – rows of blocks. The basis of the game created by Swedish devel-oper Mojang Studios are based on two principles Survival (fi nding building supplies and food while dodging block-like mobs or moving creatures) and Creative (the ability to break all kinds of blocks immediately without worry about food or shelter).

Since its release in 2011, Minecraft has recorded world-wide sales of more than 200 million units, making it one of the best-selling games of all time (Source: Statista).

“Minecraft” has made its mark in video game history as one of the top-selling games. As of August 2021, there were more than 141 million active players worldwide. The title is still a strong seller. As of February, it remains in the Top Ten of video game sales (Source: NPD).

The “Minecraft” licensing program has also grown exponentially since its release more than a decade ago. “Minecraft” has partnered with more than

120 licensees like Mattel, AAPE, LEGO, PUMA,Penguin Random House, Hall-mark, Uniqlo and Havaianas, and is and is currently working with their international agents, CAA-GBG and Merchantwise, to help build international presence in multiple territories across several categories.

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