Panini teams up with Minecraft – betterRetailing

Minecraft collectables could soon be on display in your store, thanks to a new agreement with Panini.

The company has announced its acquisition of the rights to publish Minecraft stickers and trading cards.

According to Rebecca Smith, Panini’s circulation manager, the company is now busy developing Minecraft products, and “hoping to release at the end of year or early 2021”.

Having sold more than 200 million copies worldwide, and winning multiple awards, Minecraft is one of the most successful video games of all time. It was inducted into the World Video Game Hall of Fame in June of this year, described as a game even recongnisable to non-gamers. 

According to Smith, gaming is becoming a key category for stickers and trading cards, and one that Panini is looking to help retailers take advantage of.

Aside from football, which is the largest RSV driver in the category, gaming is offering a unique opportunity at the moment,” she said.

“Aided by lockdown, both Fortnite and Minecraft have seen a resurgence in downloads and players.”

Earlier in August, Panini launched Fortnite Reloaded, while 1 October will see the company launch a new Fortnite sticker collection, the Fortnite Black Frame Series.

Before the Minecraft range hits shelves though, Panini has a number of exciting plans for the rest of the year, according to Smith. This includes the launch of the Premier League Adrenalyn XL Trading Cards on 20 August, and LOL Surprise ‘Glitter N Blow’ Trading Cards due to arrive on 10 September.

“We know you can make or break a collection based on how feverishly a launch is picked up in the playground, so undoubtedly children not having the ability to swap and trade has impacted sales and ultimately our decision making around launch timings and marketing spend,” she explained.

“Instead, we’ve taken the time to regroup and plan in an amazing array of launches over the last six months of the year, and beyond.”

Read the next issue of RN to see a full interview with Rebecca Smith

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