Having launched metaverse gaming experience ShimmerVille, on Roblox last year, Claire’s is now getting into the digital wearables game.
The global accessories brand has teamed up with metaverse game publisher Super League to allow creators and brands to release limited user generated content avatar wearables across the Roblox platform.
To showcase the partnership, Claire’s and Super League have been introducing a series of limited edition backpacks and avatar heads in Claire’s ShimmerVille Roblox experience over the last 10 days — all inspired by Claire’s ShimmerVille pets characters.
Today, August 26, to mark the final day of the series, one of the backpacks will be available as a free reward within a newly released quest.
Both companies view the extension into avatar wearables as an opportunity to merge the boundaries between physical and digital. They note that the digital items could also be made in real life and be released as unique physical merchandise in Claire’s global retail locations.
Writing in a statement, Chris Duncan, Vice President, Consumer Insights and Digital Marketing for Claire’s, referred to ShimmerVille in a statement as a “phygital’ experience for Gen Zalpha rich in creativity that drives community, brand love and personal expression.”
According to Duncan, the move is part of a wider brand strategy to “reshape how we meet, engage with and grow our fanbase.”
“Our partnership with Claire’s marks an exciting milestone in our mission to innovate brand engagement and connect with young audiences in meaningful ways, creating a new era of personalized, customized, and sticky experiences that redefine a brand’s overall presence,” said Super League Chair and CEO Ann Hand.
She too emphasized the importance of “bridging the space between the digital and physical lives of the next generation.”
Claire’s revenue for the fiscal year ending January 29, 2022 was $1.4 billion, a 53% increase year-over-year, according to the retailer. In March it opened its first European flagship in Paris designed by creative director Nicola Formichetti.
In that Claire’s customers and Roblox users share that similar “Gen Zalpha” demographic, the continued metaverse extension certainly makes sense and the game has proved popular, boasting a 92% playerrating.
Earlier this month Paris Hilton’s 11:11 Media launched immersive fan hub Slivingland on Roblox — a 24:7 experience where Hilton’s fans can gather to engage with her brand’s entertainment content. Players can also, of course, acquire limited edition collectibles like pink headphones, choker necklaces and a digital version of Hilton’s real life pink “Sliving Suit.”
The addition of avatar heads into the mix at Claire’s takes full advantage of a recent Roblox update allowing brands and creators to make and sell avatar bodies and standalone heads in its marketplace. This was previously just the preserve of Roblox.
The goal was to expand diversity and representation within the metaverse. The move was a response to the platform’s 2022 survey of Gen Z players who noted the importance of a full range of skin tones, hair textures and body sizes.
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