Licensing Expo has extended its speaker line-up for next month’s show, welcoming global gaming brand Minecraft and fashion footwear Crocs for a keynote on the Wednesday (14 June).
Titled Minecraft x Crocs: Building a World of High Performing Partnerships, the keynote will see Federico San Martin, head of consumer products for Minecraft, and Matias Infante, vp of brand partnerships, collaborations and licensing at Crocs, discuss their journeys in brand development, approach to licensing partnerships and the licensing programme they launched together.
One of the most recognisable games in the world, Minecraft has sold 238 million copies globally to date and hosts 140 million active players monthly. Meanwhile, Crocs has sold over 850 million pairs of its signature footwear in more than 85 countries.
Many of the growth factors for both brands can be attributed to crossovers and licensed partnerships with renowned lifestyle, sports, music, entertainment and celebrity brands.
“Crocs and Minecraft have both taken the world by storm tapping into the cultural phenomenon of personalisation, customisation and personal identity, appealing to all ages and interests,” commented Amanda Cioletti, vp content and strategy, Global Licensing Group at Informa Markets, who will moderate the keynote. “What we are seeing more and more is a demand for individuality, particularly in the fashion and lifestyle space, and both brands have mastered this well – it shows through their success in product execution, brand adoption and product sell-through.”
Federico continued: “As we continue to grow the Minecraft brand through category and territory expansion, the fashion space will continue to play an integral role. Partnering with a powerhouse brand such as Crocs allows us to meet the demands of gamer and fashion fans alike, as well as tap into a broader potential fanbase.”
Matias added: “At Crocs, we seek partners that truly connect and engage with their fans. It was only right that we partner with Minecraft – a leader in gaming with a loyal and energetic fanbase. We both understand the importance of connecting the digital and physical worlds, from shoes to the metaverse. Through a cohesive strategy, we brought together elevated product design, a worldwide gaming property and strong co-promotion.”
The Minecraft x Crocs keynote joins an agenda that is further anchored by a day one keynote conversation with Sam Edelman, founder and president of the Sam Edelman footwear brand. Both keynotes support this year’s theme of Licensing Expo, which is Fashion.
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