Woolworths and BIG W have partnered with the world of Minecraft to unleash a new physical and sustainable collectable, Minecraft Cubeez, for Australian and New Zealand.
Brokered by Merchantwise exclusively for the two markets, the retail programme and product were developed in partnership with Minecraft licensee, Headstart International.
The launch of the retail partnership now in Australia and from February 12 2025 in New Zealand comes as Minecraft’s popularity continues to grow since its introduction into Australian schools for STEM-based learning, expansion into new gaming platforms and the anticipation of a blockbuster movie set to be released in April 2025.
Customers will be able to collect a Minecraft Cubeez free with every $30 they spend in a single eligible transaction in-store or online at Woolworths Supermarkets, BIG W, MILKRUN and select Woolworths Metro stores (excluding BIG W Market and Everyday Market).
Each pack contains one buildable cardboard block with 40 unique Cubeez to collect. Customers can build characters like Steve and Alex, creatures like Creeper and Enderman, and blocks such as the crafting table and diamond ore. Made from FSC certified recycled paper, Cubeez are 100% kerbside recyclable in Australia.
“Minecraft Cubeez has been designed in a fun and interactive way for families to unleash their creativity,” commented Andrew Hicks, chief marketing officer at Woolworths Group. “Blending digital inspiration and interactive play, the program promises to deliver an opportunity for avid Minecraft players and new fans alike to build their own Minecraft adventures, block by block in real life. We’re pleased once again to be making it easier for customers when they shop in-store or online to collect a Cubeez for free with every $30 spend in an eligible shop, with the collectables programme available in both Woolworths Supermarkets and BIG W.”
Minecraft Consumer Products senior director, Federico San Martin, added: “We are thrilled to partner with Woolworths and BIG W, to bring this exciting retail partnership, Minecraft Cubeez to our Australian and New Zealand fans. This collaboration is a testament to the enduring popularity of Minecraft and its ability to inspire creativity and imagination both on and off the screen.”
Patrick Lynam, gaming director at Merchantwise, continued: “We’re proud to bring the magic of Minecraft to life in Australian and New Zealand homes through this exclusive partnership with Woolworths and BIG W. Minecraft Cubeez not only captures the creativity and adventure of the game but also aligns with each partners’ sustainable practices, making it a perfect way for fans to engage with the brand in a whole new dimension. With the excitement of the Minecraft movie just around the corner, this launch is the perfect way to kick off 2025.”
In Australia BIG W has seen a 60% increase in sales year-on-year across a range of Minecraft toys, stationery, clothing, books and homewares.
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