By Patrick Lynam 

When we set out to launch the new A Minecraft Movie retail range, we knew one thing for sure: this wasn’t just another licensed product drop.

It was a chance to build – block by block – a full-scale marketing campaign to engage audiences of all ages across every touchpoint they cared about.

In licensed retail, space is limited, and competition – not only for ranging, but also for prime shelf space – is fierce. 

Understandably, retailers are always on the hunt for the next big thing in pop culture. Typically, a moment or property with momentum that demands attention, drives traffic, and sparks excitement on the shop floor across multiple product categories.  The launch of A Minecraft Movie provided retail with exactly the cultural topical moment, which offered both global relevance and a powerful storytelling opportunity.

Seeing the movie as more than just a film release, we made it become an anchor point to rally retail partners, build upon an already impressive fanbase and create a broader cross-category consumer program. 

Understanding product, partners and consumers

Timing was always going to be key, as was working closely with local partners. So together, we mapped out a consumer journey to extend well beyond the cinema and into the everyday spaces where Minecraft lives. We needed it to be online, in-store and in the hands of fans. 

Reaching and extending beyond Minecraft’s broad and passionate fanbase meant building a collaborative multi-channel marketing campaign that spoke to different consumers at different points in their Minecraft journey. This wasn’t about achieving blanket awareness. It was about engaging the right audiences, in the right places, and of course, with the right message.

By partnering with NBCUniversal, the local theatrical distribution team, we were in a unique position to align on all the major consumer moments A Minecraft Movie has to offer – from theatrical promotions to above-the-line marketing activity. Ultimately, this led to a consistent and amplified presence across paid, owned and earned channels.

We wanted our reach to feel both immersive and real – and partnering with powerhouse brands helped us to achieve this objective. Activations with McDonald’s and Westfield for A Minecraft Movie provided us with platforms that fans already knew and trusted. Whether through A Minecraft Movie-themed meals or interactive shopping centre experiences, the Minecraft brand became part of the daily lives of consumers and provided an unprecedented opportunity for fan engagement.

At retail, it was about more than just presence, it was about product. We worked closely with our local retail partners to bring fan-favourite characters and in-film moments to life across a wide selection of categories – from toys and apparel to stationery, homewares, and more. Each and every product was crafted to resonate with a particular segment of the Minecraft community, whether it was a collectible for a die-hard gamer or a back-to-school essential for a younger fan.

By partnering with the right retailers and leaning into omnichannel marketing strategies, we created a consistent, connected experience that met shoppers where they were – from Instagram ads and YouTube pre-rolls to aisle-end displays and retailer emails. The goal wasn’t just to be seen, it was to be felt.

We recognise one of the strengths of the Minecraft brand is its vast audience. As both a game and brand, it connects with core gamers, pop culture enthusiasts, casual fans and parent shoppers alike, so our marketing approach had to be equally layered and tailored.  

For specialty gaming and pop culture destinations like EB Games and Zing Pop Culture, we spoke to the dedicated gamer community, offering premium collectables, exclusive formats and targeted storytelling, with product design and marketing that leaned into depth, quality and authenticity. This allowed us to build on the emotional investment of fans. 

We shifted our strategy accordingly for mass retailers as these environments cater to everyday gamers, gift buyers and families. Our execution reflected this with wide-appeal and high-impact in-store displays and friendly, educational messaging to help parents connect the dots between the movie and the must-have merchandise.

We also looked beyond the usual suspects to take the brand into alternative retail channels like Officeworks, Smiggle and Adairs to help us reach consumers who love the Minecraft aesthetic – even if they aren’t actively playing the game. These extensions brought the brand into new contexts, from classroom supplies to kids’ bedrooms, so that Minecraft became part of more moments in more households.

We worked hard to ensure differentiation so that no retailer or execution looked the same. Each partner had a unique selling proposition and reason to celebrate the brand in their own way – be it through unique product designs, product exclusives or tailored shopper experiences.

At the heart of the strategy and execution was one guiding principle:  fans don’t just want to buy a product, they want to feel connected to the Minecraft world.

By blending creative storytelling with considered partnerships, retail expertise and a multi-channel content strategy, together with Minecraft and our partners, we turned a movie release into something much bigger that became a retail event and a fan celebration.

The campaign for A Minecraft Movie demonstrates that successful licensed programs don’t rely on a single platform or promotion. They need alignment, flexibility and a clear understanding of your brand audience. The brands that win the attention and loyalty are those built on the foundation of always having the fans in mind. 

Patrick Lynam is licensing director of gaming at Merchantwise.  A senior brand licensing professional with 11-plus years of experience, Lynam leads the licensing and merchandising development for multiple brand portfolios across the gaming sector.  

Why sustainability and customisation are the future of merchandising.