Reactions to the trailer have ranged from ‘awful’ to ‘horrendous’. But what does its target audience think? Nothing makes you feel older than watching someone two generations younger than you play Minecraft – except, perhaps, watching someone two generations younger watching someone else play Minecraft on YouTube. (What are they doing? Why are they always so over-excited?) This might all seem a bit 2011: gen A have generally moved on to watching YouTubers play Fortnite, Roblox and Elden Ring with their minds instead. But there are still millions of people, most of them kids, playing every month, and there’s powerful nostalgia for this blocky virtual-Lego game among the gen Z young adults who grew up with it. A Minecraft movie was inevitable. This film has been on the cards since 2012, originally with Ryan Reynolds’ Wrexham FC mate Rob McElhenney on to direct, and Steve Carell to star. Various botched attempts, Covid, and the pesky actors’ strike, meant that filming didn’t start (in Auckland, New Zealand) until early 2024. A Minecraft Movie, out April 2025, is directed by Napoleon Dynamite director Jared Hess, and stars Jason Momoa, Jack Black, Emma Myers, Jennifer Coolidge, Jermaine Clement and Matt Berry. From the trailer released this week, it’s even more bonkers than you would imagine. Continue reading...

The second tie-in to a video game for cosmetics chain Lush includes the most literal bath bomb ever and is part of a growing trend Last spring, one of my favourite brand tie-ins of 2023 saw high-street cosmetics chain Lush team up with Nintendo to create a range of products based around Super Mario. It was a riot of brightly coloured shower gels and super-sweet fragrances, including a divine Princess Peach body spray that I’m still using because screw gender-based perfume norms. Now, Lush has released a new video game range celebrating 15 years of Minecraft. There are 12 items in the collection, including easily the most literal bath bomb Lush has ever made – a TNT block – as well as Grass and Lava blocks, a Creeper head shower bomb and a Diamond Pickaxe bubble bar, which is genuinely quite hefty despite its diminutive size. Continue reading...