Marketing

Fashion retail Claire’s expands Roblox experience

Photo: Claire's

November 10, 2023

Fashion brand Claire's is continuing to expand its franchise on Roblox, called ShimmerVille, with the addition of fan-favorite digital pets now part of the experience

The limited-edition collection creates an entirely new 'phygital' experience through mini plushies and critter-themed merchandise and celebrates the success of the immersive experience, according to a press release.

With six interconnected destinations, interactive challenges, quests and digital fashion item offerings, ShimmerVille is a transformative experience for young people to explore, work, play, shop and live.

It allows users to showcase individual styles and personalities as they shake, shimmer and shine in the virtual universe.

The mini plush critters will come as a set, in packaging that features a special QR code to unlock the in-experience version of each pet, seamlessly connecting the physical and digital worlds.

"As we have evolved ShimmerVille, we have taken it from one dimension in the lives of our consumers and transformed it into ownable IP that can exist in multiple dimensions," Kristin Patrick, EVP and CMO, said in the release. "We are committed to investing in our brand's phygital future and ensuring that ShimmerVille is ever evolving with new experiences that engage consumers. Through the launch of ShimmerVille physical products and pets, we are expanding on this unique equity with new ways to spark our consumers' imaginations and participation."