Tommy Hilfiger further expands its ever-evolving Roblox experience with a virtual TOMMY PLAY store. The brand’s presence on Roblox launched in December 2021 with eight digital fashion designers from the Roblox community creating the Tommy X Roblox Creators collection. The collaboration then expanded to include the June 2022 launch of TOMMY PLAY, an immersive social space with ongoing content updates for the Roblox community. This latest step reflects Tommy Hilfiger’s continued ambitions to offer unique brand experiences to its global community.
“We’re excited to announce this next phase of our Roblox collaboration,” said Tommy Hilfiger. “Sharing these fun and unique aspects of our brand with the Roblox users is an innovative way we engage with the digital consumer. There are so many possibilities in the metaverse and this is just one more offering that we’ve created together.”
Aiming to defy physics, the TOMMY PLAY store is spacious and set high in the sky. With a nod to the brand’s heritage, the store displays large stone animal statues inspired by the Bronx Zoo and features tags from local street artists – paying homage to the Bronx’s iconic imagery.
The store is a hub for the TOMMY JEANS Pop collection, products which include iconic puffers, windbreakers, hoodies and accessories, such as a logoed bucket hat and bumbag. Alongside the retail space, the main attraction is parkour, where the community can enter a spray paint area to create their own tags and unlock street dancing. Roblox users also can work towards getting into a secret space, complete with a DJ booth for hosting parties. Once achieved, users will find favorites such as a hotdog backpack and the chicken – now a main character in this map.
In this latest expansion phase, some of the original UGC creators from the December 2021 launch helped design the futuristic retail store – and some new creators joined up to help stock and design the digital store.
With over 50 million daily Roblox users, the partnership supports Tommy Hilfiger’s continued exploration of the digital, gaming and metaverse spaces. It complements Team Tommy, a community-led initiative that celebrates eight up-and-coming talents from the gaming community. Rooted in Tommy Hilfiger’s legacy of fostering new and emerging talent, Team Tommy seeks to empower a new wave of Futuremakers and champion creatives in the gaming space for their unique talents.
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