Broadway sees first metaverse fashion drop with Dear Evan Hansen and Blueberry Entertainment

Dear Evan Hansen, the Award winning Broadway musical, has launched the first-ever Broadway metaverse fashion drop with digital fashion brand Blueberry Entertainment, marking Mental Health Awareness Month.

With self-expression being an important part of kids and teens’ experience on the platform, Dear Evan Hansen and Blueberry are meeting the next generation where they spend time with their friends socialising and wearing new fashion items daily, including in support of important social causes.

Stacey Mindich, Dear Evan Hansen's Producer said: "Everyone at Dear Evan Hansen is very proud that Evan’s blue-striped polo has become a recognisable symbol of the search for connection. For several years, we have sold a replica of the onstage polo, with a percentage of profits going to our mental health not-for-profit partners.

"Now, we are excited to offer this polo to multiple metaverse communities, as the first Broadway show to partner with a digital fashion company, bringing live theatre to a whole new audience, while also continuing our focus on philanthropy and mental health wellness."

A digital, wearable version of the show’s iconic blue striped polo is available for purchase on Roblox at midnight, with 100% of the proceeds to benefit the Child Mind Institute, the not-for-profit organisation dedicated to transforming the lives of children struggling with mental health disorders and learning disorders.

The wearable version of the polo will be sold on metaverse platform, Roblox, with an affordable price point (200 Robux./£2) and dozens of avatar and outfit customisation options.

Mishi McDuff, Founder and CEO of Blueberry Entertainment said: "Blueberry is thrilled to be partnering with Dear Evan Hansen and The Child Mind Institute to support a cause which is so relevant to our community. Blueberry’s brand ethos is built upon accessibility, inclusivity and togetherness, all of which align closely with Mental Health Awareness month. We hope this is just the start of the metaverse’s collaborations with charities, being a force for good in the physical world as well as the digital."

Harold Koplewicz, MD, president of the Child Mind Institute, added: "We are so grateful that the producers of Dear Evan Hansen have chosen to give back so much to the mental health community through cause marketing in the past, and we are excited to be the beneficiary of this new adventure in the Metaverse."