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BRAND FOCUS: MINECRAFT


just as immediate before the brand dipped a toe into licensing. Rather than a property


like Despicable Me’s Minions, which took two movies for the toy demand to find its voice, the thirst for Minecraft toys from the brand’s massive fanbase was powerful right from the off.


“It’s been pretty


incredible,” The Entertainer’s buying director Stuart Grant tells T


oyNews. “The second we got


product on the shelf it went through the roof and it’s continued. “Every time they launch


a new character we see a huge surge in that new character, and because the toys are so akin to what the kids are seeing in the game, the fit is perfect. “It’s been one of our


top boy’s brands this year. What’s made it so successful for us is that we’re picking up two kinds of customers: the older age collectors and


kids. The age span for the brand is huge.


“The other thing is that Mojang haven’t over- licensed the brand yet. The people that are really interested in the brand are finding there is very little product to buy, so that has polarized the spend to a handful of products as opposed to traditional licensing portfolios that span every category you can think of.” So while the brand is


enjoying a great 2014 in the toy space, does Minecraft have the potential and staying power to continue to grow in this sector? Character’s Hunt adds:


“The game is soon to be released on the PS4 so expect a whole new generation of gamers embracing the craze. “As for toys, our


expectations are great. Any new lines seem to sell out instantly. “We aim to introduce new characters to the action


figure range throughout the year; this will drive volume and collectability. “We also have some


pretty cool box sets that feature exclusive characters such as Animal Mobs six pack, Steve with Horse and the Spider Jockey pack.”


Others, like The Entertainer’s Grant, are a little more wary. “I don’t know if Minecraft


will run and run,” says Grant. “It will be a solid brand. The only thing that potentially holds it back is the variety of characters that they can make.


“That’s all down to whether they can add more characters to the game. But Mojang isn’t gearing everything around the licensing programme. Mojang gears up everything around the game and licensing is a nice thing on the side.”


The brand has moved into the toy space with great success, boasting ranges spanning action figures, LEGO, craft, dress-up, posters, books and more


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