Tapping into Minecraft's potential at BLE

With Brand Licensing Europe just around the corner, Hanna Willis, head of Consumer Products at Minecraft, tells readers how Minecraft will be making the most of the show.

Why is BLE an unmissable part of your yearly show/networking calendar?

BLE continues to serve as a cornerstone event for Minecraft’s global licensing business, particularly in Europe where creativity, energy and opportunity converge. It’s a great opportunity for strengthening relationships with our valued licensees and retail partners, exploring new collaborations and shaping the future of Minecraft’s consumer products programme.

Why should retailers and manufacturers visit your stand at BLE?

They should come and see us to explore how we can connect, collaborate and create together. Our booth, which is hosted by our agent CAA Brands UK, serves as a hub to facilitate meaningful face-to-face conversations, where we work alongside our partners to collaborate and ultimately develop impactful retail programmes that bring our shared vision to life.

Are you launching new brands, products or announcing any news at BLE?

Yes, exciting things are on the horizon. This year has been nothing short of extraordinary, with the release of our first-ever live-action theatrical film, A Minecraft Movie, soaring to $954m at the global box office. We’re still riding that wave of momentum, welcoming new partners who recognise the enduring strength of the Minecraft brand and the worldwide passion that brought our community to cinemas across the globe.

What does this year’s brand lineup include?

We plan to announce a slate of new collaborations with global brands that will launch worldwide and regionally. We are also entering new categories and distribution channels.

What do you hope to achieve by exhibiting at BLE?

At BLE, we will connect with our partners, explore new licensing opportunities and engage with the retailers who help drive our business.

What are the biggest challenges and opportunities facing licensing in 2025/2026?

The biggest challenge ahead is managing complexity – every market operates with its own set of rules, retail behaviours and consumer expectations. The art lies in balancing what’s best for the global brand with tailoring experiences to resonate locally. Yet within that complexity lies our greatest opportunity: to craft authentic, high-quality Minecraft consumer products that feel true to the brand while connecting with fans in every corner of the world.

Visit the Minecraft team at BLE on Stand A261 (CAA Brands UK).