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In a December 2018 update, the world-building game Minecraft introduced pandas into its blocky 3D world. To coincide with this introduction, Minecraft and WWF are collaborating on a new campaign to raise awareness about the importance of panda conservation, due to habitat loss and fragmentation, while also supporting WWF’s conservation work around the world.

The campaign launches with a challenge to plant bamboo and build panda habitats within the game. Once players have placed 10 million bambooblocks in-game, Minecraft will donate $100,000 towards WWF’s global conservation work. Separately, Minecraft began selling wildlife-themed costumes, which can be applied to a player’s character in the game. Of the sales from the costumes, all net proceeds (62.5% of the total sales) will go to WWF’s global conservation work.