Tommy Hilfiger has unveiled its new immersive community space on Roblox called “Tommy Play,” an expansion of the fashion company’s presence in the metaverse.
Tommy Hilfiger in Brooklyn
The Brooklyn-inspired space aims to reflect the street culture that has influenced Tommy Hilfiger through activities such as BMX bike riding and urban subway exploration.
#TommyPlay has arrived! Our 1st district is Brooklyn, start exploring now on @Roblox.
Thanks for creating the new cityscape with us @Blizzei_, @strapcoderblx, @RynityRift, and @Martin_Rblx2.
Share some love for our community below 💕 #TommyxRoblox
👉 https://t.co/pILcE2Tu0G pic.twitter.com/5yBI9zKHFd— Tommy Hilfiger (@TommyHilfiger) June 2, 2022
What can they do in Tommy Play?
Visitors to the virtual space can play mini-games and participate in stunt competitions to win Tommy Hilfiger merchandise.
Players can also collect Tommy Coins, which are scattered throughout the space, and exchange them for digital apparel such as Tommy jeans, helmets, headphones and accessories.
Co-created with several creators in the Roblox community, including Blizzei, StrapCode and RynityRift, the digital items are inspired by real Tommy Hilfiger clothing and can be worn by in-game avatars.
“Roblox shares many of our brand values: inclusion, diversity, creativity and, above all, a focus on community,” Hilfiger said in a statement. “We are 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 continue to build this world as we live in it, watching it come to life and co-creating for the next iteration to come.”
Tommy Play expands on Tommy Hilfiger’s debut on Roblox last December with a virtual collection of 30 digital garments created in collaboration with eight content designers from the Roblox community.
Ready to explore a world where anything is possible? Join our creatives in #TommyPlay inside a reinterpreted version of NYC.
👉 @blizzei, @StrapCode, @RynityRift, @Martin_Rblx2 #TommyXRoblox pic.twitter.com/tP6xgoD2Yk
— Tommy Hilfiger (@TommyHilfiger) June 2, 2022
To celebrate the newly launched virtual space, Tommy Hilfiger’s gaming group ‘Team Tommy’ will live stream a Roblox-based activation, ’24 Hours of Team Tommy’, during which they will take viewers on a tour of the space, play games and dress their avatars.
Tommy Hilfiger also has a metaverse presence in Decentraland, where it showed its spring 2022 collection virtually during Metaverse Fashion Week in Decentraland.
The fashion company also has an online store where people can buy digital clothing to outfit their avatars on the metaverse platform.
Although the biggest metaverse fashion event of the year was held in Decentraland, Roblox has become a popular platform for fashion brands to expand their reach to a younger audience.
Other brands that have landed on Roblox
Last November, Nike introduced Nikeland on Roblox, and in December, Ralph Lauren introduced Ralph Lauren Winter Escape on Roblox, a holiday-themed experience that allows visitors to discover the brand.
In May, Gucci created a permanent virtual space on Roblox, called “Gucci Town,” its second virtual space and its fifth collaboration with the online gaming platform.
