Tommy Hilfiger Expands Its Roblox Presence With ‘Tommy Play’ Space – WWD

Tommy Hilfiger is getting deeper into the gaming space.

Hilfiger, owned by PVH Corp., is expanding its presence on Roblox with the launch of “Tommy Play,” a space for community members to play, share, imagine and socialize. Each month this summer will see content updates, platform map expansions, and product releases created in collaboration with the creators and thought leaders of the Roblox community.

Roblox, the global online platform for shared experiences, has more than 50 million users a day and, in addition to Hilfiger, has attracted fashion brands such as Gucci, Ralph Lauren, Rebecca Minkoff, Nike, Alo Yoga and Forever 21.

Reflecting the heritage of Tommy Jeans street culture, the “Tommy Play” space is inspired by Brooklyn, through a deconstructed interpretation that could only exist in the metaverse. There’s a mind-blowing playground, people can hop on a BMX bike to explore a vertical map of the area, and an underground subway system where the walls are covered in custom-created graffiti by real-world Brooklyn-based artists. bridging the physical and virtual worlds.

The space features mini-games and Tommy Coins to collect, upgrade, or trade for items like bikes, superpowered helmets, headphones, and Tommy Jeans apparel and accessories. The virtual BMX park is a highlight where users can explore the area, learn tricks and participate in bike competitions that are recorded on a daily leaderboard. Users can also unlock hidden experiences and join scavenger hunts to uncover items for their avatar or discover clues about what’s to come.

The digital product releases were co-created with the creators of Roblox, newcomers @Martin Rblx2 and @StrapCode, and returning members @Blizzei and @RynityRift. Together, they have reimagined real-world Tommy Hilfiger designers for the Roblox platform, using Layered Clothing technology to create realistic 3D garments that fit any avatar body type.

“Tommy Play” on Roblox.
courtesy shot.

“Roblox shares many of our brand values: inclusion, diversity, creation, and most of all, a focus on community,” said Tommy Hilfiger. “We’re excited to meet Roblox users on their own terms and enrich their experiences within the platform in engaging ways we can’t with traditional social platforms. Together with Roblox, we continue to build this world as we live in it, seeing it come to life, and co-creating for the next iteration to come.”

This collaboration builds on its first phase, which launched last December when Hilfiger 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 wear to wear. their avatars within Roblox, as reported. .


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