Category: 4. Technology

  • Chinese action-RPG Where Winds Meet confirmed PlayStation console exclusive

    Chinese action-RPG Where Winds Meet confirmed PlayStation console exclusive

    Where Winds Meet, the forthcoming action game from Chinese developer Everstone Studio, will be a PlayStation console exclusive on its launch.

    A new CGI trailer for the game has been released, showcasing more of its Wuxia-inspired setting and story.

    At its close, no release date is given beyond “2025”, but the game is confirmed to be a console exclusive on PS5 alongside its PC and mobile release. “Not available on other consoles until at least six months after release date,” the small print specifies.

    Where Winds Meet – Floral Reverie Sect Story Trailer | PS5 GamesWatch on YouTube

    We’ve seen similar wording with the likes of Square Enix’s PS5 console exclusive Final Fantasy 16, which has since been released on PC and Xbox.

    Other PS5 console exclusives from Chinese developers include Lost Soul Aside and Phantom Blade Zero, with the former listed as part of Sony’s China Hero Project to boost development in the country.

    The hugely successful Black Myth: Wukong was also something of a PlayStation exclusive, even if unwittingly – it’s set to arrive on Xbox this August, a year after its PS5 equivalent.

    Where Winds Meet screenshot showing Chinese wuxia hero with sword looking out over a medieval Chinese city
    Kaifeng City | Image credit: Everstone Studio

    Where Winds Meet is an open-world action-RPG set during the Five Dynasties and Ten Kingdoms Period of Chinese history. Its combat and aesthetics are inspired by classic Wuxia fantasy, with the developers aiming to bring the genre to the west.

    A final beta test for the game will take place later this month, on 25th July for players on PC (via Steam) and PS5 across the globe. Registration for access is now open.

    The test will include regions from previous tests, as well as the urban region of Kaifeng (pictured above).

    The success of Black Myth: Wukong has surely impacted the Chinese games industry, as development has shifted towards console game releases in recent years. Other Chinese-made action-RPGs on the way include Wuchang: Fallen Feathers later this month (across PC, PS5, and Xbox) and the London-set Arthurian fantasy Tides of Annihilation (also coming to PC, PS5, and Xbox).

    Continue Reading

  • Amazon Web Services Takes Dynamic Journey to Showcase Customer Innovations

    Amazon Web Services Takes Dynamic Journey to Showcase Customer Innovations

    Amazon Web Services (AWS) has launched its new global campaign ‘AWS is How,’ created in collaboration with London-based agency Hijinks. This marks the first major global AWS campaign since 2023, and showcases how leading companies are revolutionising its industries using AWS cloud solutions. The campaign debuted in the United States on June 17th, and will be followed by a UK launch, and will expand to nine more markets. It will run through Q1 2026 across television, social media, and out of home.

    Directed by Sam Brown through Rogue Films, the ads use movement to take viewers on a dynamic journey up a building where each floor showcases a different level of customer innovation from brands including BMW, Epic Games, and Formula 1. The ad was shot in a modular format that could be tailored to different audiences or regions by swapping in different rooms.

    The concept came to life using a motion control camera that could be programmed to create precise, repeatable movements – seamlessly transitioning from BMW’s autonomous parking technology to Epic Game’s ability to deliver smooth gameplay for millions. For the week-long production that took place in Prague, the art department constructed eight distinctive sets. In addition to A-list director Sam, the crew included DOP Franz Lustig, who crafted the perfect lighting for the spot.

    ​Tamryn Kerr and Marc Allenby, co-founders and chief creative officers at Hijinks, said, “’AWS is How’ positions AWS as the answer to how so many amazing businesses are innovating. The campaign is the culmination of an incredible transatlantic co-creation working with the AWS team. Working with the formidable Sam Brown and the Rogue team to bring this to life was a dream come true.”


    Continue Reading

  • Meta faces backlash as verified users locked out without warning: Subscribers say paid support offers ‘No real help’

    Meta faces backlash as verified users locked out without warning: Subscribers say paid support offers ‘No real help’

    Meta Platforms is once again under fire as users across Facebook and Instagram report being locked out of their accounts without warning, including those subscribed to the company’s premium Meta Verified service. Despite paying for features like direct account support, users say they’ve been met with silence, broken links and automated replies that offer little to no help.

    A recent TechCrunch report has highlighted growing frustration among Meta Verified subscribers who are facing sudden account suspensions with no explanation or recourse. The issue appears to be widespread, affecting not just individual profiles but also Facebook Groups, business pages, and long-standing messaging histories.

    Meta Verified, which costs $14.99 per month in the United States (around Rs. 1,300) and Rs. 699 in India, promises enhanced visibility and direct support from Meta representatives. But users say that in practice, these assurances amount to nothing more than empty promises.

    Many users have reportedly labelled the support experience as “useless,” pointing out that no real human help is available and that appeals are either ignored or redirected to malfunctioning webpages.

    The report suggests that Meta has issued a vague apology for Instagram-related issues and attributed Facebook Group bans to a “technical error”. The core problem appears to lie in the company’s AI-based moderation systems.

    Media reports hint that users and observers believe that overly aggressive algorithms are flagging legitimate content as violations, leading to widespread and unjustified account removals.

    It is noteworthy that the consequences have been severe, particularly for small businesses and creators who rely on Meta’s platforms for outreach and communication. Some users report losing years’ worth of personal messages, content, and client interactions.

    Calls for accountability are growing. A Change.org petition demanding that Meta fix its AI moderation tools and restore affected accounts has already garnered over 25,000 signatures.

    Continue Reading

  • Razer Handheld Dock Chroma Review: High Quality With a Higher Price

    Razer Handheld Dock Chroma Review: High Quality With a Higher Price

    The Handheld Dock Chroma from Razer is a compact stand and dock for portable gaming consoles and tablets, offering charging and an interface to send your games to a bigger screen. As the name suggests, it includes RGB lighting that’s part of Razer’s Chroma ecosystem. It was announced at CES in January, and it recently started shipping. Is it any good? Well, largely yes, with some important caveats.

    What I like about the Razer Handheld Dock Chroma

    The Razer Handheld Chroma Dock is well built. It follows the company’s signature trend of delivering high-quality accessories that look great and are reliably durable. The metal build quality is a nice touch against all the other plastic, cheap-feeling options out there. It’s also fairly small, making it easy to drop in a bag as you head out. That’s kind of the point, as Razer designed this dock to be portable, fitting in nicely with the whole idea of handheld gaming in the first place.

    Razer Handheld Chroma Dock

    Jason Cockerham/CNET

    One big difference of the Dock Chroma, compared to other docks and which also plays well into the portability aspect, is that the stand to hold the handheld is adjustable. It will lie flat, covering the mounting deck entirely and turning the whole thing into a little cube. Or you can adjust it as steep as 75 degrees to find the perfect viewing angle while gaming.

    As the Chroma name suggests, there’s an RBG light strip on the front that syncs up with your Chroma settings. If you aren’t using a device that supports Chroma, there’s a button on the right side you can use to cycle between some preset lighting scenes.  

    What I don’t like about the Razer Handheld Dock Chroma

    The first odd design choice almost flies in the face of the whole portable idea: There’s a USB-C cable sticking out of the back. This is what you connect to your handheld but oddly it can’t be detached or even folded into the dock itself. So it’s a bit clunky from a portability standpoint.

    Razer Handheld Chroma Dock

    Jason Cockerham/CNET

    Then there’s the port selection. There’s a 100-watt USB-C port, three USB-A Gen 1 ports, a gigabit Ethernet port and an HDMI 2.0 port. That’s not a terrible port selection for a docking station, but the lack of a second USB-C, DisplayPort or a 3.5mm headphone port is rather disappointing. 

    Performance

    Razer Handheld Chroma Dock

    Jason Cockerham/CNET

    For something that’s essentially a docking station for handheld gaming rigs, the Chroma Dock works well. I hooked it up to a ROG Ally and had no issues at all. It was cool to be able to drop the Ally onto the dock, Switch-style, and instantly have my games up on my monitor and TV. The plethora of ports navigating Windows 11 on the Ally makes it so much easier by letting me use a keyboard and mouse with it.

    The Chroma Dock works with any device that supports USB-C, including the Nintendo Switch. Just be aware that it’s kinda awkward with the Switch because you have to set it upside down for it to work, and you’ll need to use the original Nintendo charger that came with it. You’ll also need to provide your own charger for any device you use as Razer doesn’t include one in the box. But for the Switch specifically, you’ll need the Nintendo one.

    img20250305115731.jpg

    Jason Cockerham/CNET

    Technically, you could mount any USB-C device onto the dock, including a tablet or phone, to have an all-in-one sort of situation. If you’re on the go a lot, this might be a game-changer in more ways than one.

    Should you get the Razer Handheld Dock Chroma?

    If you’re ready to pay the Razer premium, then perhaps. The Chroma Dock will set you back $80, which is more than double the price of most other similar docks. That’s a lot to ask for something like this. But if you want that Razer brand and you have other Chroma lighting gear, it’s well-built, if lacking in some features.

    Amazon

    Razer’s Handheld Chroma Dock is a solidly built dock for your handheld or tablet with most of the ports you would need for a proper gaming setup. It’s also quite portable for gaming on the go. It’s a bit pricey, however, and has some compromises you don’t get on other, similar docks.


    Continue Reading

  • Canonical adds extra shots to Ubuntu Java • The Register

    Canonical adds extra shots to Ubuntu Java • The Register

    Canonical has some extra toppings, flavorings, and offers coming for its bigger Java fans – because the suits swallow a lot of the stuff.

    A cluster of related announcements from the house of Ubuntu indicate it is taking Java – and supporting Java – seriously.

    It’s introducing its own builds of OpenJDK and offering extended support for them via Ubuntu Pro. It’s offering new chiseled Ubuntu containers for three LTS versions of OpenJRE: 8, 17, and 21 (Chisel is Canonical’s FOSS tool for cutting down packages to their essentials). It’s also making it easier to get started developing apps using the Spring framework with a new pre-assembled “devpack” for Spring.

    You don’t tend to see it around much anymore, but Java is very much alive, even thriving. It’s not that it’s not there, it’s just that you may not recognize it. It got middle-aged, lost its hair, put on a suit, and went to work in a big office block.

    Oracle's Java is 20 years old

    Java – getting older, ditching the red nose and cyberpunk accessories

    It’s also not coincidental that, thanks to this very enterprise use, there’s gold in them thar JARs. Java is probably the main reason Oracle bought Sun 15 years ago, and some half a dozen years later, after everyone relaxed, Big Red figured out how to monetize it.

    Once Oracle began charging for the JDK, that drove people to open source equivalents built from OpenJDK. One company trying to help with that was Spring developer Pivotal, which offered prebuilt OpenJDK binaries at a website called AdoptOpenJDK. That’s evolved into an Eclipse-based working group with the whimsical name of Adoptium. (Eclipse started out inside IBM, which is also an Adoptium backer. See what we meant about it going corporate?)

    So, for instance, Eclipse offers a pre-built Java SE runtime called Temurin, maintained by Adoptium. Because there are multiple Java runtimes out there now, there’s a quality evaluation toolkit, too, called AQAvit. We’re only bringing up Adoptium and its tools because Canonical references them. Its enterprise Java datasheet [PDF] compares its “chiseled” containers with what it repeatedly calls the “Apache” Temurin ones – favorably, naturally. Apparently, they’re half the size. It also says that they’re tested with “Eclipse Aquavit” [sic], but honestly, after trying to nail this stuff down, we could use a stiff drink, too.

    The gist is that you can easily install OpenJDK on Ubuntu. It’s tested, and you can obtain compliancy certification for it. Canonical has documentation on installing a development environment, and it also covers Java build tools such as Maven and Gradle. You can get long-term commercial support through Ubuntu Pro, which has been free for up to five machines for a few years now, and which since last year increased the long-term support lifetime from 10 years to 12.

    There are wider aspects than this, as a May blog post on Discourse discussed. As well as the new Devpack for Spring, Ubuntu also supports building native binaries with GraalVM, a special CRaC JDK that enables taking snapshots of the entire Java environment. Outside of Java, it also offers Rust and Zig. Aside from Java, though, its main focus is .NET. As we covered in 2022, it built .NET 6 in as standard and, just a few months later, .NET 7 as well. .NET 10 is coming soon.

    In terms of why this emphasis, it’s probably relevant to note the changing landscape outside of Ubuntu. As The Register reported in January, Oracle’s move to charge a lot more for Java licenses is not winning it any friends, with users urged to check their usage before the bills arrive. The change has stung UK higher education, despite some discounts. Separately, promoting its appeal for developers is a big part of the Fedora marketing, complete with a special developer portal. ®

    Bootnote

    Java SE, incidentally, refers to the Standard Edition, in other words the ordinary standalone version for local applications. The fancy corporate edition, once called Java Enterprise Edition, is now called Jakarta EE for reasons that no doubt made sense at some point. Java ME targeted mobile phones in the era before smartphones, but now it’s more aimed at the Internet of Things. As far as smartphones go, Android dominates and it uses Java too, but that is a whole other story.

    Continue Reading

  • The BMW M2 CS sets a new record of 7:25.5 minutes on the Nürburgring-Nordschleife.

    The BMW M2 CS sets a new record of 7:25.5 minutes on the Nürburgring-Nordschleife.

    The new BMW M2 CS (fuel consumption combined: 10.0 l/100 km; CO2
    emissions combined: 226 g/km according to WLTP, CO2 class G)* sets a
    new benchmark on the legendary Nordschleife racetrack of the
    Nürburgring on 11 April 2025. Driven by BMW M development engineer
    Jörg Weidinger, it completed the 20.823-kilometre
    Nürburgring-Nordschleife circuit in 7:25.5 minutes, beating the
    previous best time for compact cars by eight seconds. This
    record-setting BMW M2 CS not only raises the bar in the compact car
    class, but also further solidifies BMW M’s reputation as a
    manufacturer of high-performance vehicles that excel both on the road
    and on the racetrack.

    “The BMW M2 CS has achieved a significant milestone with its lap
    time of 7:25.5 minutes on the Nordschleife, showcasing the potential
    for combining performance, technology and exceptional driving dynamics
    into a single vehicle,” stated Franciscus van Meel, the Managing
    Director of BMW M GmbH. ‘We are proud that the M2 CS has once again
    set a new benchmark in the compact car class with this lap time.’

    The continuation of a success story.

    The previous best time for a BMW M2 model was set by Weidinger in
    April 2023, when he completed the course in 7:38.7 minutes. Two years
    later, he beat this time by 13 seconds, breaking the class record of
    7:30 minutes for the first time. With the newly set best time of
    7:25.5 minutes, the BMW M2 CS demonstrates its outstanding performance
    as well as the innovative power and engineering skills of BMW M GmbH.

    Previous record runs on the Nordschleife by the BMW M4 CS, the BMW M4
    CSL and the BMW M3 CS, all mid-range vehicles, achieved times under
    7:30 minutes. The BMW M4 CSL also holds the best lap time ever
    recorded for a BMW Group production car. The official, notarised time
    is 7:18.137 minutes.

    The “Green Hell” myth: The Nordschleife as a touchstone.

    Often referred to as the ‘Green Hell’, the Nordschleife racetrack is
    considered one of the most demanding and challenging racetracks in the
    world. Measuring 20.832 kilometres in length with over 70 bends, it
    places the highest demands on drivers and vehicles alike. A fast lap
    on this track proves a vehicle’s performance and handling
    capabilities. The Nordschleife lap times are the gold standard for
    measuring a vehicle’s sporting performance and driving dynamics.
    Record runs are monitored by a neutral testing organisation, and the
    vehicles are checked to ensure they are in standard condition. This
    detailed inspection ensures that the record runs are carried out using
    production vehicles.

    The Nürburgring – Home of BMW M.

    BMW M and the Nürburgring have been in partnership for over a quarter
    of a century. From the BMW M Power Grandstand and BMW M Bridge to the
    BMW M Driving Experience and BMW M Test Centre, not to mention test
    drives on the Nordschleife for M vehicles en route to series
    production, the partnership between BMW M and the Nürburgring has been
    a resounding success for over 25 years. The Nordschleife serves as a
    test bench for every M model. The BMW M Test Centre is equipped with
    cutting-edge workshop facilities that allow BMW M to put vehicles
    through rigorous testing on the Nordschleife track even before they
    reach production, as well as to develop new models.

    BMW M Motorsport racing cars have achieved numerous successes in
    various racing series, including 21 overall victories in the
    Nürburgring 24-hour race. The M Power showroom, which was redesigned
    in 2021, is another flagship of the cooperation. The Nürburgring’s
    position as the home of BMW M has been further strengthened since then.

    The new BMW M2 CS: More power, improved driving dynamics and
    consistent lightweight construction.

    The new BMW M2 CS is a testament to BMW M GmbH’s ongoing commitment
    to setting the standard in the compact high-performance sports car
    segment. Its combination of performance, lightweight construction and
    innovative technology makes the BMW M2 CS a vehicle that gets drivers
    and enthusiasts’ hearts racing. The BMW M2 CS increases driving
    pleasure in the premium segment with its enhanced performance and
    outstanding agility. The advanced six-cylinder in-line engine
    featuring BMW M TwinPower Turbo technology delivers an impressive
    output of 390 kW/530 hp and a maximum torque of 650 Nm. Model-specific
    engine mounts, an adaptive M suspension and an M compound brake system
    all contribute to its sporty performance. Power is transmitted to the
    rear wheels via an 8-speed M Steptronic transmission with Drivelogic.
    The BMW M2 CS is the lightest model of the current M2 generation
    thanks to targeted lightweight construction, including a large number
    of exterior and interior components made of carbon fibre-reinforced
    plastic (CFRP), which reduces its weight by around 30 kg. This makes a
    decisive contribution to its outstanding driving dynamics. The BMW M2
    CS comes with forged M light-alloy wheels as standard. Manufactured at
    the BMW Group plant in San Luis Potosí, Mexico, the BMW M2 CS is a
    limited edition model with a market launch planned for late summer
    2025, priced at 115,000 euros in Germany.

    *Consumption and emission figures:


    (Fuel consumption combined: 10.0 l/100 km; CO2
    emissions combined: 226 g/km according to WLTP, CO2 class G)

    The data on fuel consumption, CO2 emissions, power
    consumption and range refer to vehicles on the automotive market in
    Germany. All figures have already been calculated based on the new
    WLTP test cycle. Consumption and emission data refer to the German
    Passenger Car Energy Labelling Regulation (EnVKV).

    Continue Reading

  • AMFG launches Sentinel AI for rapid 2D drawing analysis

    AMFG launches Sentinel AI for rapid 2D drawing analysis

    AMFG, a provider of quoting and workflow automation software for high-mix, low-volume manufacturers, is rolling out Sentinel AI, a new artificial intelligence tool designed to analyse 2D PDF drawings in under three seconds. Officially launching on July 12, Sentinel AI marks a step toward fully automated PDF analysis. Described by AMFG as the most advanced, AI-enhanced 2D drawing analysis solution on the market, the tool automates data extraction to speed quoting cycles without sacrificing accuracy. Manufacturers integrating Sentinel into their operations will be able to process engineering drawings more rapidly.

    Sentinel AI integrates seamlessly into the platform, enabling users to upload a 2D drawing alongside a 3D model for integrated analysis. Once files are submitted, the system scans each drawing to extract title-block information and tolerancing data, as well as material specifications, thread details and surface roughness. The integration extends to existing workflow automation features and retains AMFG’s high-level security certification, allowing customers to upgrade their quoting processes without interrupting ongoing operations.

    AMFG introduces Sentinel AI, its new tool for accelerating 2D drawing analysis. Image via AMFG.
    AMFG introduces Sentinel AI, its new tool for accelerating 2D drawing analysis. Image via AMFG.

    “Customers can now upload a 2D drawing alongside a 3D model, and Sentinel will scan the drawing and extract certain title-block and tolerancing information from the drawing,” said Toby Dukes, product owner at AMFG. “Sentinel AI will revolutionize the way our customers manage their PDF analysis, cutting down estimating time and reducing the possibility of human error.”

    Manufacturers worldwide use AMFG’s software to automate quoting and order management processes. Despite prior advances in automation, manual review of 2D drawings remained a time-consuming bottleneck. Sentinel AI directly addresses this challenge by cutting down estimating time and reducing the possibility of human error.

    A webinar to support Sentinel’s launch will demonstrate how to use Sentinel AI to accelerate the estimating process and reduce administrative tasks while maintaining accuracy. Scheduled for July 9, 2025, at 15:30 BST (16:30 CET, 10:30 EST, 08:30 MST, 07:30 PST), the session will cover tool operation and registration details. Click here to register.

    Screenshot of Sentinel AI in action. Image via AMFG.Screenshot of Sentinel AI in action. Image via AMFG.
    Screenshot of Sentinel AI in action. Image via AMFG.

    AI Defect Detection Enhances Additive Manufacturing

    AI-driven tools are increasingly being adopted across advanced manufacturing to automate defect detection, streamline quality assurance, and improve production efficiency. GKN Aerospace, a global aerospace components manufacturer, integrated Interspectral’s AM Explorer into its Engine Systems Centre of Excellence in Sweden to enhance metal 3D printing workflows. The system uses artificial intelligence to monitor and analyse over 400 data points from Nikon SLM Solutions printers, detecting anomalies during the build process and reducing material waste associated with traditional manufacturing. According to GKN, this move supports sustainability by minimizing failed builds, cutting emissions, and shortening lead times.

    Isar Aerospace has taken a similar path by implementing nebumind software into its LPBF 3D printing operations. Previously reliant on manual inspection of powder bed images, the company now uses automated image and edge detection algorithms to identify recoater defects during every layer. This shift has significantly reduced analysis time and enabled engineers to focus on high-risk anomalies flagged by the system. Future developments aim to transition nebumind’s defect detection to in-process monitoring and integrate it with CT scan data, allowing for real-time process control and corrective interventions.

    Interspectral's AM Explorer software. Image via Interspectral.Interspectral's AM Explorer software. Image via Interspectral.
    Interspectral’s AM Explorer software. Image via Interspectral.

    AMAA 2025 is here. One event. Countless insights. Secure your space now.

    Ready to discover who won the 2024 3D Printing Industry Awards?

    Subscribe to the 3D Printing Industry newsletter to stay updated with the latest news and insights.

    Featured image shows screenshot of Sentinel AI in action. Image via AMFG.

    Continue Reading

  • Tecno Spark 40 Series Launches With 144Hz Displays Starting at Just $133 – ProPakistani

    1. Tecno Spark 40 Series Launches With 144Hz Displays Starting at Just $133  ProPakistani
    2. Tecno Spark 40 series announced, 40 Pro+ debuts Helio G200 – GSMArena.com news  GSMArena.com
    3. The Tecno Spark 40 series has a $214 model that puts some iPhone 16 specs to shame  PhoneArena
    4. Its Sleek, Powerful, and Made for the Hustle, Pre-Order the TECNO SPARK 40.  BellaNaija
    5. For the bold and ambitious — TECNO’s new SPARK 40 is built different.  TechCabal

    Continue Reading

  • TikTok struggles to stop the spread of hateful AI videos

    AI-generated videos from Google’s Veo 3 are spreading racist stereotypes on TikTok, despite both platforms having clear policies banning such content.

    Google’s Veo 3 video generator has enabled a new wave of racist AI content to spread across TikTok, despite both platforms having strict policies banning hate speech.

    According to MediaMatters, several TikTok accounts have shared AI-generated videos promoting antisemitic and anti-Black stereotypes, many of which still circulated widely before being removed.

    These short, highly realistic videos often included offensive depictions, and the visible ‘Veo’ watermark confirmed their origin from Google’s model.

    While both TikTok and Google officially prohibit the creation and distribution of hateful material, enforcement has been patchy. TikTok claims to use both automated systems and human moderators, yet the overwhelming volume of uploads appears to have delayed action.

    Although TikTok says it banned over half the accounts before MediaMatters’ findings were published, harmful videos still managed to reach large audiences.

    Google also maintains a Prohibited Use Policy banning hate-driven content. However, Veo 3’s advanced realism and difficulty detecting coded prompts make it easier for users to bypass safeguards.

    Testing by reporters suggests the model is more permissive than previous iterations, raising concerns about its ability to filter out offensive material before it is created.

    With Google planning to integrate Veo 3 into YouTube Shorts, concerns are rising that harmful content may soon flood other platforms. TikTok and Google appear to lack the enforcement capacity to keep pace with the abuse of generative AI.

    Despite strict rules on paper, both companies are struggling to prevent their technology from fuelling racist narratives at scale.

    Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!

    Continue Reading

  • Wall’s Mines Sweet Gold with Minecraft Ice Cream

    Wall’s Mines Sweet Gold with Minecraft Ice Cream

    Wall’s has crafted a major new partnership with Minecraft, the world’s best-selling video game, with the launch of a co-branded ice cream product set to excite fans and deliver real impact in-store, available exclusively at Morrisons.

    The new Wall’s x Minecraft ice cream stick reflects a shared spirit of creativity and play between the two brands. It signals a new era of fast, culturally relevant innovation from Unilever Ice Cream, soon to be known as The Magnum Ice Cream Company following the separation of the division later this year.

    The launch is a powerful demonstration of the business’ focus on agility and growth through licensing partnerships and emotional brand connection. The idea was developed in response to Minecraft’s surging cultural relevance and took just four months from concept to shelf.

    Leyal Eskin Yilmaz, chief marketing officer for Europe, UK, Ireland, Australia and New Zealand and head of global brands Wall’s, Cornetto and Twister at The Magnum Ice Cream Company, “This collaboration is a brilliant example of how the new The Magnum Ice Cream Company can respond quickly to culture, drive relevance and build brand excitement. Minecraft’s global popularity made this a natural fit, and we’re proud to have brought the idea to market at speed and scale.”

    Minecraft has become a global cultural force, with over 300 million copies sold and a player base whose average age is 24. Following the record-breaking Minecraft movie launch, which earned over $300 million globally in its opening week, and its weekly active users increased by more than 75% year-over-year the subsequent four weeks, making this moment perfect for a retail-facing activation.

    The 75ml ice cream stick is inspired by Minecraft’s iconic mining mechanic. It delivers a layered visual and sensory experience: a green vanilla top layer representing grass blocks, a cocoa middle layer as mud, and a vanilla base with bright blue crunchy inclusions that mimic the game’s hidden gems. At just 73 calories per stick, the product has been crafted to appeal to anyone who loves a sweet treat.

    From 1st July, the product will be available exclusively in Morrisons, supported by in-store POS, front-of-store activation, and feature space visibility. The ice cream will also be rolling out across The Netherlands, Italy, Poland and Spain later this year.

    Mike Kenny, ice cream buying manager from Morrisons said, “We are excited to be the exclusive UK retailer for this great piece of innovation from Wall’s and Minecraft. It is a great example of how strong licensing and cultural relevance can drive excitement in the category. We expect this product to resonate well with families and younger customers, and it is supported by an engaging activation plan that will bring excitement to our freezers this summer.”

    Licensing remains a key growth lever for the new company, enabling it to bring fresh energy and relevance to the category while tapping into fandoms with built-in engagement. By working with beloved, culturally active IP like Minecraft – where videos related to the game have been viewed more than 1.5 trillion times on YouTube – Wall’s is creating the must-try ice cream of the year.

    The activation is supported by a TikTok-first influencer campaign, designed to drive natural engagement and desirability across social channels, speaking to Minecraft fans in their own language and sparking conversation around the product, the game and the film, with plans to further expand the campaign in the future.

    This is a bold new step for Wall’s, and a clear path for The Magnum Ice Cream Company’s ambition to lead culture with speed, relevance and impact.

    The ice cream will come in four-pack multipacks available at Morrisons with a RRP of £3.00.


    Continue Reading