Claire’s unveils “Shimmerville” collection based on its Roblox game
Over the past few years, major retailers from American Eagle to Gucci to Claire’s have launched experiences on metaverse platforms like Roblox. Now, more brands are trying to sell items tied to that intellectual property in their stores.
This week, Claire’s unveils a collection of 11 physical items based on its “Shimmerville” Roblox game, which it launched last October. The items — which include plushies of five in-game pets, as well as plush notebooks, a stationary set and pens, a mini backpack and keyrings — are available to shop online and in Claire’s stores in North America and the European Union. Claire’s is rolling out the collection the same week that it updates its loyalty program.
Claire’s Chief Marketing Officer Kristin Patrick told Modern Retail that physical merchandise was the “natural next step” in how Claire’s grows “Shimmerville” — a game in which players can decorate a dream home, own a pet, have a job and outfit their avatars in Claire’s accessories and clothes.
For years, Claire’s has sold physical merchandise of other properties, including Hello Kitty, Disney and Barbie. “We feel that we have the ability to create our own trends as well,” said Patrick, who started her career in the entertainment industry at Disney, learning how character franchises were built.
Modern Retail
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