Tommy Hilfiger is further expanding its Roblox experience with a virtual Tommy Play store.

 




The brand's presence on Roblox was launched in December 2021 involving eight digital designers from the Roblox community, who created the Tommy X Roblox Creators collection.





The collaboration has then expanded to include the launch of Tommy Play, an immersive social space with continuous content updates for the Roblox community, in June 2022.

 

 



"We are excited to announce one more step in our collaboration with Roblox," said Tommy Hilfiger, founder and president. "Sharing these fun and unique aspects of our brand with Roblox users is an innovative way to engage digital consumers. There are so many possibilities in the metaverse and this is just another offering we've created together."

 



Aiming to challenge physics, the Tommy Play store is spacious and located high in the sky. In a nod to the brand's heritage, the store displays large stone animal statues inspired by the Bronx Zoo and features tags by local street artists, paying homage to the iconic Bronx image.

Tommy Play on Roblox
Photo: Tommy Hilfiger
Tommy Play on Roblox
The store offers the Tommy Jeans Pop collection, including puffers, windbreakers, hoodies, and accessories such as the bucket hat and logo fanny pack. In addition to the retail space, the main attraction is Parkour, where the community can access a dedicated spray-painting area to create their own tags and try street dancing. Roblox users can also scramble to access a secret space, complete with a DJ station for hosting parties. Once reached, users will find their favorite characters, such as hotdog backpack and chicken, now the main character of this digital area.

 



In this latest phase of expansion, some of the UGC creators from the December 2021 launch helped design the futuristic retail space, and some new creators have joined to help stock and design the digital store. Among the creators of the virtual space there are @StrapCode, @MahaIo, @Blizzei, @missmudmaam, @Martin_Rblx2, @Polarcub_art, and @RynityRift. 

 



With Roblox's more than 50 million daily users, the partnership supports Tommy Hilfiger's continued exploration of the digital, gaming, and metaverse spaces. The partnership complements Team Tommy, a community-driven initiative celebrating eight emerging talents from the gaming community. Rooted in Tommy Hilfiger's legacy of fostering new and emerging talent, Team Tommy seeks to empower a new wave of Futuremakers and support gaming creatives for their unique talents.

 

 



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