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Mattel and Minecraft Partner on New Minecraft Creator Series Camp Enderwood DLC Map and Toy Line
Rhea-AI Impact
(Low)
Rhea-AI Sentiment
(Very Positive)
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Rhea-AI Summary
Mattel, Inc. (NASDAQ: MAT) has partnered with Minecraft to launch Camp Enderwood, a new downloadable content (DLC) map for players. This immersive experience features various characters and unique mini-games available for free on the Minecraft Marketplace. The launch coincides with a new toy line representing characters from the DLC, offering exclusive in-game items through unique codes. The partnership aims to connect the physical and digital realms, reflecting diversity in character design. The new toys will debut in spring and summer 2023, enhancing fan engagement with both branded products and gameplay.
Positive
Launch of Camp Enderwood DLC enhances brand presence in gaming.
New toy line complements digital experience, increasing revenue potential.
Exclusive in-game items tied to toy purchases encourage sales.
Negative
None.
Players can recreate physical toys in the digital world of Minecraft
LOS ANGELES--(BUSINESS WIRE)--
Mattel, Inc. (NASDAQ: MAT) and Minecraft today announced a partnershipto launch the new Minecraft Creator Series Camp EnderwoodDLC (downloadable content) Map. Introducing a host of new characters and a brand-new, immersive gameplay experience, Camp Enderwood is a digital destination developed in partnership between Mattel, Minecraft, and Cyclone Designs, featuring an all-new downloadable map full of unique mini games, now available for free download on the Minecraft Marketplace.
The Minecraft Creator Series Camp Enderwood DLC Map is now live! (Photo: Business Wire)
Visitors to Camp Enderwood can try their hands at activities such as marshmallow roasting, arts and crafts, horseback riding, archery, trampolining, disco dancing, and even take part in the Glamper Scavenger Hunt. With tons of fun and spooky surprises around every corner, Minecraft Creator Series Camp Enderwoodis sure to become the adventure destination of players’ dreams—and their nightmares!
Camp Enderwood’s launch coincides with Mattel’s release of a bespoke Creator Series toy line full of the characters, accessories, and stories from the DLC map. Action figure packs come with exclusive, in-game items accessed via unique codes inside each pack. In both the physical and digital worlds, Minecraft fans can explore Camp Enderwood with newcomer characters and fan favorites alike including Top Athlete, Camp Rockstar, Glamper, Star Child, Gamer, Ska Kid, Craft Lady, Avid Adventurer, Moth Creature, Sunken Spirit, and the Yeti. Half of the Camp Enderwoodcharacter roster will be released as toys this spring, with the remainder debuting this summer.
“Mattel is committed to providing fans of our iconic brands with new channels to experience their favorite characters and storylines,” said PJ Lewis, Global Head of Action Figures at Mattel. “In partnership with Minecraft, we are thrilled to bridge new connections between the physical and digital worlds. Camp Enderwood is the place where those scary campfire stories are true, and we cannot wait to share it with Minecraft fans.”
Camp Enderwood’s gaming experience celebrates player self-expression in the context of aspirational activities true to Minecraft, and the new product offering lets fans recreate the essence of their favorite characters, bringing them to life in toy form. Figure selections represent a variety of costume styles, skin tones and gender expressions aligned to the diversity and inclusion already present in the Minecraft community.
“We are proud to partner with Mattel on bringing Camp Enderwood to life,” said Federico San Martin, Director of Minecraft Consumer Products. “Minecraft is focused on bringing our community thoughtful experiences through fun and engaging activities in new and exciting ways. We believe the unique and vibrant cast of characters within the toy line and DLC reflects the diverse and inclusive community of Minecraft.”
Accessory pieces are swappable between Camp Enderwood action figures and are also available for free digitally in the Minecraft Character Creator. Players can then translate inspiration from their toys into the game, recreating their favorite products in Minecraft and vice versa.
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
ABOUT MINECRAFT
Minecraft is one of the best-selling video games in history with up to 140 million monthly active players across 20 platforms. At its core, Minecraft is a game about placing blocks and going on adventures. The Minecraft franchise continues to reach new players through ongoing game updates, new experiences like Minecraft: Education Edition and Minecraft Dungeons, a diverse line of consumer products, a growing library of Marketplace content, books and an upcoming major motion picture.
DISCLAIMERS
Exclusive character creator items are available with specially marked Mattel Camp Enderwood Toy purchases. DLC requires Minecraft: Bedrock Edition (sold separately).
