Victoria's Secret subbrand has announced the creation of a virtual space at Roblox.
Victoria's Secret's youth brand Happy Nation has announced the creation of a virtual space on online gaming platform Roblox in an effort to connect with a new generation of consumers.
The hub is a virtual center with three themed obstacle courses, for the passage of which the brand promises to donate a pair of underwear to the Undies for Everyone fund. The themes of each obstacle course focus on sustainability, philanthropy, and community.
As part of the program, it is planned to send 10.5 thousand goods. The contribution to the charity event of each player will be displayed on a special counter in the virtual center.
Players who pass the test strip will be rewarded with a virtual bag from Happy Nation. Here you can also get acquainted with the brand’s capsule collection, test a virtual photo booth, relax in the outdoor lounge area or visit the “Wall of Happiness” with the names of users who have passed all the obstacle courses.
Victoria's Secret announced the launch of the Happy Nation youth brand in April 2022. The clothes and underwear are designed for customers from 8 to 13 years old. The brand is only sold online, and creating a Happy Nation center in Roblox at the same time seems logical. The company hopes to attract kids and teens to where they spend a lot of time - in Roblox.
“The Happy Nation brand was launched to reflect the needs and values of Gen Alpha, with their parents in mind. Inclusivity and environmental sustainability are central to who they are ,” Susan Anderson, vice president of Creative at Happy Nation, said in a statement. “As the most tech-savvy generation yet, we wanted to introduce them to Happy Nation in the digital space where they choose to spend their time, the metaverse.”