Microsoft Expands Minecraft Trademark Portfolio Amid Brand Protection Drive
Oct/28/2025
Microsoft has filed a broad new U.S. trademark for 'Minecraft', extending the blockbuster franchise’s reach into categories spanning jewelry, apparel, toys, books, homeware, and retail services. The filing underscores the tech giant’s strategy to fortify and diversify its gaming IP, transforming Minecraft from a best-selling video game into a global lifestyle brand. The move follows a recent WIPO ruling ordering the transfer of ageofempiresmerch.com to Microsoft, after it was found to be selling unauthorized merchandise linked to another of the company’s franchises. With over 300 million units sold and $69 million in mobile in-app revenues in 2025 alone, Minecraft remains one of the most commercially powerful titles in gaming history, anchoring Microsoft’s broader ambitions in entertainment, merchandising, and digital ecosystems.
