Minecraft expands licensing partnerships ahead of BLE

Minecraft is expanding its global consumer products programme with new partnerships across fashion, food, lifestyle and entertainment ahead of Brand Licensing Europe.

In 2026, collaborations with Hey Dude, Herschel, Fossil and Dole have extended the brand into new categories and markets. Hey Dude launched Minecraft-inspired footwear for children and adults, while Herschel introduced a back-to-school collection of more than 40 backpacks, lunch kits and accessories. The partnership also includes a Minecraft Marketplace add-on featuring Herschel’s Little America Cube Backpack.

Fossil launched its second collection of limited-edition Minecraft watches on September 1, with designs inspired by the Nether, the End and the upcoming Minecraft Dungeons II. Minecraft and Dole are also running a multi-phase campaign in North America and Europe combining collectible products with exclusive in-game Character Creator items.

The licensing programme is also expanding into new areas. Punchbowl is set to launch Minecraft-branded digital greeting cards, invitations and party products, while regional programmes include a Minecraft fragrance from Fraiche in Latin America and a confectionery programme from Sweet ‘n Fun in Central and Eastern Europe. Retail promotions with Auchan Poland, Coop Slovakia and Kaufland Czech Republic are also supporting the brand’s presence in stores.

The September 29 launch of Minecraft Dungeons II is expected to create further opportunities across toys, apparel, accessories, collectibles, role play, publishing and promotional programmes.

Minecraft’s location-based entertainment business is also expanding. Minecraft Experience: Villager Rescue has welcomed more than one million guests worldwide, while Minecraft World is under construction at Chessington World of Adventures near London and is scheduled to open in 2027.

Source: thelicensingletter.com/minecraft-crafts-new-partnerships-heading-into-ble/