Oreo and Minecraft unite: more than just cookies

Two iconic brands, Oreo and Minecraft, have joined forces ahead of the highly anticipated release of «A Minecraft Movie». This collaboration offers fans of both worlds more than just a tasty treat. It combines collectibles, interactive entertainment, and exclusive prizes, blurring the lines between the real and virtual worlds.

Why did this happen?

The collaboration began in early 2025 and was timed to coincide with the release of «A Minecraft Movie», which hit theaters in April of the same year. The main goal of the partnership is to create a unique gaming experience that reflects the creativity and adventure spirit characteristic of both brands. Perrine Pierrard-Villaey, Oreo's marketing director in Europe, called this partnership «the most playful of all», while Warner Bros. Pictures representatives highlighted the uniqueness of combining the classic round shape of Oreo cookies with Minecraft's cubic blocks.

Fans and industry experts responded positively to this collaboration, praising its creativity, originality in promotions, and high level of audience engagement. Many gamers see the collaboration as a brilliant example of how brands can merge different worlds into one project and create new ways to interact with beloved products.

Cookies with a surprise: what's new?

As part of the collaboration, a limited-edition Oreo cookie series was released. Each cookie is decorated with one of four embossed designs inspired by Minecraft: Pickaxe, Crystal, Sword, and, of course, Creeper. These designs not only delight the eye but also serve as keys to an interactive world.

Fans are invited to participate in a unique game. By biting the cookie into a square shape resembling a Minecraft block, it can be scanned with a smartphone. This action unlocks access to a special online augmented reality (AR) experience, where players must search for hidden elements related to the movie. Additionally, codes from the limited-edition packaging can be entered on Oreo's official website for a chance to win exclusive prizes.

Exclusive promotions and where to find them

The marketing campaign wasn't limited to just the cookie release. A special promotion was held in London, where unique square Oreo cookies were handed out to passersby. This event created a buzz on social media, especially among American fans who, unfortunately, couldn't purchase this version of the cookies in their stores. This highlighted the exclusivity and global scale of the campaign.

Join the adventure

The Oreo and Minecraft collaboration is a brilliant example of how brands can creatively engage with their audience. It offers fans not just a product but a whole adventure that combines taste, gameplay, and the thrill of collecting.

Have you tried the new cookies yet? Were you able to find all the hidden items in the AR game? Share your impressions and discoveries in the comments!