Ralph Lauren Launches Digital Winter Collection Exclusively on Roblox – Robb Report

Ralph Lauren has taken the first step into the metaverse by launching a digital collection of gender-neutral clothing exclusively for Roblox, an online gaming platform. In a holiday-themed experience, dubbed “The Ralph Lauren Winter Escape,” avatar can wear up to eight sportswear looks from the Polo Sport, Stadium, and Snow Beach archives. Certain items from the current collection will also be available, with most outfits coming in bold colors and sporty graphics. Fans can expect new products dropping every week, from new looks to limited edition accessories, and surprise bonus items.

Roblox was launched in 2006 and allows users to program and play games created by others. The Ralph Lauren experience is set against a backdrop of a snowy alpine landscape and offers a variety of activities such as ice skating, roasting marshmallows, holiday treasure hunting and heating by the fire with specialty hot chocolate from Ralph’s Coffee Truck. You can also claim rewards by decorating a tree in the middle of a winter wonderland with your fellow players. Ralph Lauren collaborated with Roblox community developer Funomena, which is a creative game design and development studio based in Los Angeles. The duo takes on the metaverse, or 3-D virtual environment via computer or augmented reality (AR), providing a modern talent label’s 90s-style offering.

“This is the kind of innovation and co-creation enabled by the Roblox platform and technology, opening up opportunities for brands to build genuine, high-quality connections with brand loyalists and new customers globally,” said Christina Wootton, Roblox vice president of global brand partnerships, in a statement. a statement. And with a reported over 40 million daily users, online gaming platforms provide a wide net. This new digital experience is meant to further express Ralph Lauren’s focus on digital innovation, following his virtual store experience debuting in 2020 that lets you shop via AR.

“Our engagement in the metaverse is a natural extension of our lifestyle brand that, at its core, has always been about stepping into the world of Ralph Lauren,” said Alice Delahunt, head of digital and content at Ralph Lauren, in a statement. “Our partnership with Roblox builds on years of digital innovation and underscores our belief in the opportunities presented by the virtual space and economy—especially when it comes to the next generation of consumers.”

“The Ralph Lauren Winter Escape” is now live and will run until January 3, 2022. Visit Roblox.com for more details.