What: Tommy Hilfiger opens a virtual shop in Roblox with games, virtual event space, and the Tommy Jeans Pop collection.

Why it is important: This is the next stage of Tommy Hilfiger’s Roblox collaboration.

The brand had previously worked with eight digital fashion designers from Roblox to create the Tommy X Roblox Creators collection and had established a virtual space for socializing and delivering content updates. Now Roblox fans of Tommy Hilfiger can shop puffers, windbreakers, hoodies and accessories from the Tommy Jeans Pop collection in the Tommy Play store. In addition to the virtual retail space, visitors can enter a spray paint area and create their own tags or unlock street dancing. There are also secret spaces and achievements for visitors to unlock.

The virtual storefront provides more experiences for the younger consumers on Roblox to engage with the Hilfiger brand.

Tommy Play store on Roblox