Mattel is entering new digital territory with the launch of in-game content for Minecraft and a tie-in toy line.
Are Camp Enderwood Downloadable Content (DLC) allows players to visit a creepy summer camp full of spooky surprises and mini-games, including marshmallow roasting, horseback riding, archery, and a scavenger hunt.
The toyco has produced several lines of licensed Minecraft consumer products ranging from action figures and board games to role-playing accessories. But this is the first time in its 10-year partnership with the platform that Mattel has developed new content for a core Minecraft game, says global head of action figures P. J. Lewis.
Mattel plans to roll out the first batch of Minecraft Creator Series Camp Enderwood action figure packs to retailers around the world later this spring. Each SKU includes one of the camp’s original characters and a QR code that players can use to access in-game items. A second set of numbers is expected to hit shelves in the summer.
This new game and toy line has been in development for over a year and it was critical that they were connected to meet the platform’s user base of over 140 million monthly players who crave both physical and digital products. speak, says Lewis.
“We are excited to bridge the gap between the digital and physical worlds, giving Minecraft fans the opportunity to recreate their physical toys in-game, and vice versa,” he explained. “The opportunity was clear: connect the toyline directly to the DLC and by making certain in-game components accessible via QR codes on packaging, we strengthen that connection.”
Camp Enderwood Launched for free on Xbox One, Nintendo Switch, mobile devices, and PC on January 31 via the Minecraft online marketplace.