Tommy Hilfiger is expanding its presence in the virtual gaming universe Roblox with the launch of ‘Tommy Play’, a virtual community space to play and socialize.
Inspired by New York’s Brooklyn, the space aims to reflect the brand’s street culture heritage through activities including BMX bike riding and exploring underground subway systems.
Throughout the borough, walls are covered with graffiti that are custom-created by real-world, Brooklyn-based artists Rebel, Kel, Zero, SS, AO, Zam, Mega, Neek, Viloe and ZE.
The space features mini-games and Tommy Coins, which can be collected and traded for virtual wearable items, like bikes, helmets with superpowers, headphones and Tommy Jeans garments and accessories.
As part of the launch, Tommy Hilfiger and Roblox will unveil content updates, map expansions and product launches created in collaboration with Roblox creators over the course of the summer.
“Roblox shares many of our brand values: inclusivity, diversity, creativity and – above all – a focus on community,” Hilfiger said 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 news follows Tommy Hilfiger’s first partnership with Roblox in December 2021. The fashion brand partnered with eight digital fashion designers from the Roblox community to create and promote a Tommy X Roblox Creators collection of 30 items that people could use to dress their avatars within Roblox.
As part of this newly launched space, Tommy Hilfiger’s gaming group ‘Team Tommy’ will be live-streaming a Roblox-based activation, ‘24 Hours of Team Tommy’, during which they will take viewers through the space, play games and dress their avatars.
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