Hot Topic celebrates Halloween with its first virtual clothing drop on Roblox
In its first-ever metaverse activation, the retailer hopes to build its reputation “as an innovative, tech-forward brand.”
Hot Topic has launched virtual versions of IRL products in Roblox / Hot Topic
Hot Topic – a retailer that will be very familiar to those of you who had Green Day or My Chemical Romance phases in middle school – is aiming to position itself as a tech-savvy brand by launching a new Halloween activation in Roblox.
To celebrate the holiday, Hot Topic is launching a series of 10 branded, Halloween-themed virtual clothing items based on IRL products. The line, called the ‘Halloween Forever Collection,’ is available in the Roblox Avatar Marketplace – a virtual store in Roblox where users can shop for avatar customizations, clothing and accessories. The brand has also built three virtual pop-up shops that are accessible via a number of popular Roblox experiences.
Roblox, a blockchain-based virtual world, was drawing in more than 52 million Daily Active Users (DAUs) as of June 30.
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“This partnership will allow Hot Topic to create an experience that exemplifies our brand in the metaverse,” Andrea Lewis, Hot Topic’s vice-president of marketing, said in a statement. “Dropping this Halloween merch in the Roblox avatar shop while simultaneously offering physical replications of key items online and in Hot Topic stores is a dream scenario to satisfy the Hot Topic fandom both in the Roblox ecosystem and IRL.”
Hot Topic’s virtual clothing campaign on Roblox launched Monday and has reached more than 1 million players, according to the brand.
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