Woolworths and BIG W have teamed up with Minecraft to release Minecraft Cubeez, a new physical collectible for Australian customers to be launched later this month.
The retail partnership, starting 29 January, 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 in Australia and New Zealand, 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 iconic blocks such as the crafting table and diamond ore. Made from FSC-certified recycled paper, Cubeez is 100% kerbside recyclable in Australia.
“Minecraft Cubeez has been designed in a fun and interactive way for families to unleash their creativity,” Andrew Hicks, chief marketing officer for Woolworths Group, said.
“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 spent in an eligible shop, with the collectibles program available in both Woolworths Supermarkets and BIG W.”
Federico San Martin, senior director of Minecraft Consumer Products, said: “We are thrilled to partner with Woolworths and BIG W, to bring this exciting retail partnership, Minecraft Cubeez to our Australian 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.”
A special collector case will also be available in store and online at Woolworths Supermarkets, Metro and BIG W for $10.