Minecraft of the alpha version of the game expanded. Persson continued to update the game with releases distributed to users automatically. These updates included new items, new blocks, new mobs, survival mode, and changes to the game's behavior (e.g. how water flows). To back the development of "Minecraft", Persson set up a video game company, Mojang, with the money earned from the game. On 11 December 2010, Persson announced that "Minecraft" was entering its beta testing phase on 20 December 2010. He further stated that bug fixes and all updates leading up to and including the release would still be free.
Minecraft sets based on "Minecraft". Two more sets based on the Nether and village areas of the game were released on 1 September 2013. A fourth Micro World set, the End, was released in June 2014. Six more, larger Lego minifigure scale, sets became available November 2014. Mojang collaborates with Jinx, an online game merchandise store, to sell "Minecraft" merchandise, such as clothing, foam pickaxes, and toys of creatures in the game. By May 2012, over 1 million dollars were made from "Minecraft" merchandise sales. T-shirts and socks were the most popular products. In March 2013 Mojang signed a deal with