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Creeper from Minecraft.
Many Unique Items with movie references.
Somehow - the Studio was able to get permission to feature these secrets in game.
In the gaming world, the references to other games are called Easter Eggs. There's probably a different name for them in the T.V. and movie industry. It's just fun extra stuff for writers and developers to add.
It kinda depends.
I recently re-read a book where the main character visits a magic shop. In the shop he notices a very distinctive character (with a huge, over-sized sword, a mask, and a blonde doll in his pocket), the character is never named, but it's a clear homage to the character Simon from Will Wright's Traveler's Gate series. The first time I read the book, I had no idea who it was and simply dismissed it. Since then, I have read Will Wright's series, and the character was instantly recognizable (on my second read of the book).
That's a sufficiently vague reference that no attribution is really necessary. Especially given that it's one brief paragraph with no further impact on the book overall.
The more central something is to the plot, the more you need actual permission.