Claire’s Bringing Their Metaverse IP
Major businesses like American Eagle, Gucci, and Claire’s have created experiences on metaverse platforms like Roblox over the past few years. More businesses are now attempting to sell merchandise connected to that intellectual property in their stores.
Claire’s has launched a collection of 11 physical items inspired by its “Shimmerville” Roblox game, which was launched in October. The items include plushies of five in-game pets, notebooks, pens, a mini backpack, and keyrings. The collection will be available online and in Claire’s stores in North America and the European Union. The physical merchandise is seen as the “natural next step” in Claire’s growth of “Shimmerville,” a game where players can decorate their dream homes, own pets, and outfit their avatars.
(With inputs from Shikha Singh)
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