Charlotte Rawlings
Oct 22, 2022

Burberry teams up with Minecraft in gamified collaboration

The partnership includes an in-game experience and a capsule collection.

Burberry teams up with Minecraft in gamified collaboration

Burberry has joined forces with video game Minecraft to create a series of physical and virtual collaborations.

The two brands have brought fashion and gaming together to create an immersive Burberry x Minecraft universe, both digitally and in reality.

In a first for the fashion brand, Burberry has released an in-game adventure with Minecraft called “Burberry: Freedom to go beyond”, complete with Burberry branding and virtual Burberry clothes.

These bespoke garments incorporate the Minecraft branding and, in addition, have appeared in a partnered capsule collection, which is available to buy in the real world.

The collection is available exclusively on the Burberry website as well as in seven stores and pop-ups across the globe, including New York and London.

Players can find the Burberry world in the Minecraft Marketplace.

Both the free in-game adventure and the partnered capsule collection will become available on 1 November.

Early access to the capsule collection and a set of exclusive in-game accessories will begin on 31 October in selected countries and exclusively to Burberry subscribers.

Campaign UK

Related Articles

Just Published

18 hours ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

19 hours ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

20 hours ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

23 hours ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.