Wojan and Palion turned Minecraft videos into a shop aimed at children

Wojan and Palion run two of Poland's most popular gaming channels for children, built on Minecraft. Alongside the gameplay they sell their own branded goods — 'Wojanek' and 'Palionek' clothing, beverages, comics, colouring books and school supplies — through their own online stores. UOKiK says the promotion became the point: advertising was woven seamlessly into entertainment, with one moment narrating a game and the next urging viewers to buy backpacks, drinks or T-shirts, even building virtual shops inside the Minecraft world itself.

The tactics charged are aimed squarely at children: direct purchase calls using rhymes, animations and youth slang ('Do you want to go back to school like a sigma? Hit up Wojan Shop'), peer pressure ('everyone has already bought it'), artificial scarcity ('limited series — it won't come back'), and claims that the products bring happiness. Polish law prohibits directly urging children to buy products or to persuade adults to buy them.

On 13 July 2026 the President of UOKiK charged both operations with aggressive market practices and unlawful purchase pressure on children under the Act on Counteracting Unfair Market Practices and the Broadcasting Act. If proven, the companies face fines of up to 10% of annual turnover, and the person managing Wojan Group faces a personal fine of up to PLN 2 million.