Popular video game Roblox and Victoria’s Secret have combined the worlds of fashion and technology in a new and charitable in-game match up.
In spring 2022, Victoria's Secret launched Happy Nation, a size-inclusive and gender-free online store for tweens, dedicated to digital-only fashions in a bid to get in on the ever-expanding metaverse market.
This month, the Happy Nation brand paired with Roblox to create an immersive game called Color It You, via Roblox’ Livetopia venue. In collaboration with kid-friendly game developer SuperAwesome, the new integration revolved around Happy Nation’s main vision and values of self-expression.
Adding an element of altruism to the fun, the game includes a donation component in partnership with Houston-based nonprofit Undies For Everyone. For every player who enters the game, one pair of underwear is set to be donated to a child living in poverty or crisis. So far, the team has set aside 14,000 pairs.
The in-game experience features games, obstacles and a boutique displaying items from Happy Nation’s capsule collection, which players can purchase using “happy tokens” from the game.
If any of the styles are calling your name, you can purchase the real physical counterpart on happynation.com.
The game also allows users to design their own branded tees, play in mini-games and experience the world of Happy Nation through their screens.
Roblox has long taken a creative approach to fashion through its collaborations. Tommy Hilfiger, Gucci and Ralph Lauren are just a few big names that partnered with Roblox in recent years to create explorable spaces and build brand awareness among young gamers.
These spaces take gamers through digital landscapes built around the iconography of different fashion brands, allowing players to buy digital clothes with in-game currencies while experiencing different components of each brand.
Similarly, the Happy Nation collaboration takes players on a journey through fun and interactive games and activities. With the pattern Roblox has established, your favorite brand could be next.
Photography by: Courtesy of Victoria’s Secret & Co.; Roblox