Currently, Bioworld offers Minecraft-themed clothes, backpacks, lunchboxes, fleece throws, hats, and more. However, the company plans to expand its lineup with new products that meet the evolving tastes of the core audience. For example, they are developing an adaptive bag that can be used by all players, including those with mobility devices. Jennifer Staley, Bioworld’s SVP of licensing, praised Minecraft as an excellent partner in terms of communication and setting a standard for licensed partnerships.
In an interview with GamesBeat, Jason Mayes, Bioworld’s senior director of marketing and intellectual property, discussed the company’s partnership with Minecraft. Mayes emphasized that the core audience of Minecraft has grown up, and their preferences for gaming merchandise have changed as well. Bioworld sees an opportunity to design products specifically targeted towards young adult consumers who have fond memories of playing Minecraft. These designs will be tailored to their tastes and interests.
Mayes also mentioned the importance of gender balance in the youth market. While Minecraft merch has predominantly targeted boys in the past, there is a growing market among girls as well. Bioworld aims to ensure proper distribution and availability of products that appeal to this demographic. Additionally, Mayes highlighted the potential for growth in the European market and the upcoming Minecraft movie as opportunities to reach a broader consumer base.
Overall, the collaboration between Bioworld and Minecraft demonstrates the power of licensed partnerships in the gaming industry. By understanding and catering to the changing preferences of their core audience, Bioworld is able to offer appealing merchandise that resonates with fans of the game. With the expansion of their product line and a focus on inclusivity and gender balance, Bioworld is well-positioned to capitalize on the continued success of Minecraft and provide exciting options for fans of all ages.
