Wall's Launches Innovative Minecraft Ice Cream for Summer 2025

In a significant move for the ice cream industry, Wall’s, a subsidiary of Unilever, has announced the launch of a new co-branded ice cream product in collaboration with Minecraft, the renowned video game franchise. Scheduled for release on July 1, 2025, the Wall’s x Minecraft ice cream stick will be exclusively available at Morrisons, one of the UK’s largest supermarket chains.

This partnership signifies a strategic alignment between the two brands, aiming to harness the creative spirit inherent in Minecraft, which has sold over 300 million copies worldwide. Leyal Eskin Yilmaz, Chief Marketing Officer for Europe and head of global brands at The Magnum Ice Cream Company, expressed enthusiasm over the collaboration, stating, "This collaboration is a brilliant example of how the new Magnum Ice Cream Company can respond quickly to culture, drive relevance, and build brand excitement."

The ice cream stick features a unique design inspired by Minecraft’s iconic mining mechanic. It comprises a green vanilla top layer representing grass blocks, a cocoa middle layer symbolizing mud, and a vanilla base with blue crunchy inclusions that evoke the game's hidden gems. Each stick contains only 73 calories, appealing to health-conscious consumers while delivering a delightful treat.

Mike Kenny, ice cream buying manager at Morrisons, commented on the innovation's potential impact, indicating that the product resonates well with families and younger customers. He noted, "We expect this product to resonate well with families and younger customers and it is supported by an engaging activation plan that will bring excitement to our freezers this summer."

The launch follows the recent success of the Minecraft movie, which grossed over $300 million globally in its opening week. This success has contributed to a surge in Minecraft's active user base, increasing by more than 75% year-over-year following the film's release. The timing of this product launch is thus positioned strategically to capitalize on the burgeoning popularity of the franchise.

In addition to its retail presence, Wall’s has planned a TikTok-first influencer campaign aimed at engaging the extensive Minecraft fanbase on social media. This approach is designed to create organic conversations around the product and the game, reinforcing the emotional connection between the brands.

This innovative product is part of Wall's broader strategy to leverage licensing partnerships as a growth mechanism. By collaborating with culturally significant brands like Minecraft, Wall’s aims to inject fresh energy into the ice cream category while tapping into established fandoms that promise engagement.

The ice cream will be sold in four-packs, with a recommended retail price of £3.00. Following its UK debut, plans are in place for the product to be introduced in other European markets, including The Netherlands, Italy, Poland, and Spain later in 2025. This expansion is indicative of Wall’s commitment to maintaining agility and relevance in a competitive market.

As Wall’s, soon to be recognized as The Magnum Ice Cream Company, embarks on this new venture, the collaboration with Minecraft demonstrates a forward-thinking approach in a landscape increasingly driven by cultural relevance and consumer engagement. The product launch not only highlights Wall's innovative spirit but also sets a precedent for future partnerships that can merge iconic entertainment brands with consumer products effectively.