Claire’s builds on Roblox investment with new partnership and ‘Shimmerville’ products
We covered Claire’s previous AI and Web3 efforts previously, but the brand is now doubling down on a presence in Roblox …
Claire’s has inked a new partnership with creative gaming studio Super League, as it expands its Roblox presence.
Super League is a leading developer of immersive experiences for the world’s largest metaverse gaming platforms, like Roblox and Fortnite. The partnership, announced Wednesday, is part of a bigger push by the brand to build out its metaverse presence, with Super League facilitating more immersive experiences and products. The launch is linked to Claire’s launch on Roblox’s new Limiteds platform, launched in April. Limiteds allows players to purchase and create limited-edition digital wearables and avatars. Claire’s will launch 10 free limited wearables, including backpacks, over the next 10 days, as a reward to players who complete games in Shimmerville. The free wearables will be a teaser for future paid “limiteds,” according to the brand.
“We see this as a potential source of revenue, but just as importantly, we see the Limiteds platform as a way to launch new avatars and Claire’s products throughout our brand ecosystem,” said Chris Duncan, vp of consumer insights and digital marketing at Claire’s.
In the future, Claire’s hopes to bring the Limiteds wearables and the digital “pets” it sells in its Roblox game, Shimmerville, to its stores as physical items available to purchase. “We see so much potential for Shimmerville to live beyond a single platform,” said Duncan. “We are approaching it as a unique IP for Claire’s, with possibilities for extension, from physical merchandise to content and virtual fashion.”
Full story at Glossy.
