Fashion brand Tommy Hilfiger has expanded its presence on Roblox, the online game platform, with its virtual community space, ‘Tommy Play’.
The virtual space intends to portray the brand’s street culture roots through activities such as BMX bike riding and underground subway system exploration.
Mini-games and ‘Tommy Coins‘ may be collected and traded for virtual wearable items such as Tommy Jeans clothes, helmets, headphones, and accessories.
Digital items inspired by real-world designs and wearable by in-game avatars have been produced in collaboration with many Roblox community developers, including Blizzei, StrapCode, and RynityRift.
“Roblox shares many of our brand values: inclusivity, diversity, creativity and – above all – a focus on community,” said Hilfiger, in a release. “We’re excited to meet Roblox users on their own terms and enrich their experiences within the platform, in engaging ways that we can’t do with traditional social platforms. Together with Roblox we’re continuing to build this world as we live in it, watching it come to life and co-creating for the next iteration to come.”
The extended experience builds on the brand’s initial phase on the platform, which started in December 2021 with a co-created virtual collection of 30 products and follows the trademark application the company filed in March.
