DKNY to debut virtual collection on Roblox

May 2, 2024 | by

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Dive Brief:

  • Helping to grow digital apparel and accessories options on Roblox, DKNY has partnered with in-game retailer Dubit to create a collection of virtual products on Roblox, the fashion brand announced Wednesday. 
  • The line, derived from DKNY’s Heart of New York collection, features 20 pieces such as jackets, handbags and hats, according to the press release emailed to Retail Dive. 
  • DKNY’s virtual offerings will be accessible across multiple Roblox games. The brand is also offering 10,000 units of a specialty DKNY item exclusively for Roblox players to redeem, per the press release. 

Dive Insight:

The line of brands flocking to Roblox’s audience just got longer. In addition to DKNY, other brands and retailers, such as Adidas, Hugo Boss, Mango and Walmart, have introduced interactive games and virtual renderings of their products on the gaming platform. 

Besides DKNY, Dubit has worked with other brands and retailers, including H&M, Unilever, and Adidas, to create in-game retail experiences. With the new collection, DKNY aims to reach 20 million Roblox players, the company said.

“We’re honored to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch,” Andrew Douthwaite, CCO at Dubit, said in a statement. “This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience.”

As Roblox showcases more brands and retailers, the gaming platform is introducing immersive video ads for all advertisers, according to a Wednesday announcement. 

Before DKNY entered the Roblox platform, it, alongside Tommy Hilfiger, Karl Lagerfeld, Alexander McQueen and other brands participated in Metaverse Fashion Week in March 2022. 


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