CAA-GBG partners with Mojang to build Minecraft

Agency will further grow popular gaming franchise in key global markets.

CAA-GBG and Mojang have agreed to a long-term partnership to further grow the Minecraft franchise in key global markets.

One of the bestselling video games of all time, CAA-GBG will look to further amplify the reach of the Minecraft brand through new product offerings and experiences.

Supporting Minecraft’s well-established licensing programme, the partnership will focus on closer management of territories where the programme is developed, growth opportunities in new territories and expansion of Minecraft’s reach beyond the core audience and categories.

“CAA-GBG is a leader in the agency industry and we are looking forward to partnering with them to help Minecraft increase its consumer product and retail presence worldwide, especially in important under-served markets where we see a significant number of active players,” explained Kayleen Walters, gm of licensing and partnerships for Minecraft. “Minecraft started as a video game ten years ago and has grown into a true entertainment property.

“By adding CAA-GBG to our family, we are excited to expand our consumer product offerings while leveraging their branding expertise and knowledge.”

Perry Wolfman, ceo of CAA-GBG, added: “We are honoured to partner with such a unique IP as Minecraft and will be working closely with Mojang to build a cohesive, strategic, retail-led programme that will see the IP firmly positioned for the next decade.”

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