DLA Piper advises Merlin Entertainments on global Mojang partnership for immersive Minecraft attractions

Global law firm DLA Piper has advised Merlin Entertainments (Merlin), a world leader in branded entertainment destinations, on its strategic international "Adventures Made Real" partnership with Mojang Studios. The partnership will see Mojang Studios' popular Minecraft franchise brought to life through permanent real-life themed experiences.

The multi-format, multi-territory agreement will see Merlin invest in excess of GBP85 million into the first two attractions, launching in the US and the UK between 2026 and 2027. In the longer-term, Merlin plans to expand the experiences to other global destinations. Merlin's first global partnership with a gaming brand, the deal marks the latest milestone in the group's strategy to work with leading IP and brands across its estate.

DLA Piper partner Duncan Calow and senior associate Ally Clark, of the firm's Media, Sports and Entertainment group, advised Merlin on Intellectual Property and Media considerations.

The Merlin in-house team was led by: Jonathan Lewis, Global IP Director; Christine Dure-Smith, Senior Contracts Director; and Natahsa Breeze, Legal Director.

Duncan Calow comments: “Congratulations to our clients Merlin on this exciting project and milestone, as they bring gaming into their long list of successful collaborations with brands for the first time. The huge and continued success of the Minecraft franchise is well documented, and to see that IP continue to expand into new and creative avenues will be an exciting venture for both parties.”