Roblox and League of Legends aren’t the only game franchises capturing the imagination of luxury brands.
Luxury brand Burberry has officially released a new game tie-in apparel capsule collection this week called “Burberry x Minecraft.” The collection includes both in-game digital fashion items available from the official Minecraft marketplace, as well as high-end physical apparel products including hoodies and t-shirts ranging from £190 ($219 USD) to £2090 ($2411) from Burberry’s physical and online storefronts.
In a post on LinkedIn Tuesday, Phillip Hennche, director of channel innovation, and marketing at Burberry said that the release of this collection represents a year of deal-making and collaboration with developer Mojang Studios and its parent company Microsoft Game Studios.
“Today we launch Burberry x Minecraft! Over a year in the making, this is one of my proudest moments at Burberry,” he wrote. “At first glance, it feels wholly unexpected but as you start to discover more, it becomes entirely natural: we are both firmly rooted in adventure and exploration, nature and the great outdoors and the power that creativity has to open you up to new worlds and experiences.”
A new adventure module, “Burberry: Freedom to Go Beyond,” showcasing this collaboration and bringing the fashion brand into the open-world sandbox game is available now from the Minecraft Marketplace.
More details can be found here.
According to YouGov data from YouGov Profiles, which collects information on “demographic, psychographic, attitudinal, and behavioral consumer metrics,” there is a great amount of crossover when it comes to Burberry customers, who are “more likely than the general US population to identify as gamers.” This YouGov data suggests that 52% of those who identify as Burberry customers (those who bought products from the brand) say that they consider themselves gamers—higher than the 30% of the general US population who identify as gamers, according to YouGov research. Around 30% of those identifying as Burberry customers have also indicated that they have played “adventure games like Minecraft on their mobile devices in the past month compared to the general American public (9%),” and that they are more likely to “opt for in-game purchases if they helped them play better (48%) than the general population in the U.S. (28%). “
Editor’s note: This story was updated with additional data from research firm YouGov.