This week, popular clothes and accessories retailer Hot Topic launched a Halloween-themed line of digital collectibles on Roblox. It’s the first metaverse activation for the company, which operates 800 Hot Topic and BoxLunch stores, as well as related e-commerce platforms. “Halloween is a year-round lifestyle for many Hot Topic employees and customers, and with this initiative launching in the Halloween seasonal window it was a no-brainer that our best foot forward in Roblox would be a Halloween capsule drop,” Andrea Lewis, vice president of marketing for Hot Topic, told us.
Earlier this year, the company partnered with web3 animation studio Toonstar to help develop animated content linked with digital collectibles. For the current Halloween campaign, the retailer drafted Super League Gaming to support the virtual 3D experience within Roblox.
Virtual collection. The “Halloween Forever Collection” is a series of avatar offerings and virtual extensions of real-life clothing items. The capsule’s digital items include cosplay hats, sunglasses and mini-backpacks, among other designs.
To help make the collectibles’ designs, and the virtual experience of collecting them, up to the high standards of Roblox users, they also recruited high-profile Roblox designers — among them, @Junozy, @StrapCode, @MatthewDelRey, and @0929lego. Full story here