Ted Baker previews AW21 collections on Nintendo's Animal Crossing
Global lifestyle brand Ted Baker has announced it will make its first entry into the clothing gaming market this month to showcase its Autumn/Winter brand campaign and collections within its own universe on the game Animal Crossing: New Horizons.
Nintendo’s record-breaking game has gained immense popularity throughout the COVID-19 pandemic, favoured for offering a method of escape and a means of connection for players during lockdown. The game continues to receive free and paid updates as its popularity continues.
The unexpected move sees Ted Baker experiment with new and innovative digital formats in a bid to develop its cultural capital and capture market share from a millennial audience. Pandora also recently announced it will venture into gaming with its very own Pandora Island in the popular game.
On Ted Baker Island, players will be able to explore a series of five different virtual realities inspired by the settings from the brand’s current Street Party Sessions campaign. From a walled flower garden to a beachfront pier scene, each of the different zones will be positioned in a night time setting to create an in-game party atmosphere with musical influences.
There will also be the opportunity for players to customise their avatars in Ted Baker clothing, with a digital version of 20 items from the Autumn/Winter collections available to try on within the game including party dresses, printed shirts and playful bucket hats.
Additional interactive elements will include in-game photo opportunities and a built in QR code which will direct players to discover more around the Ted Baker Street Party Sessions campaign.
To create its digital island, Ted Baker has collaborated with visual artist, musician and gamer Kara Chung of the Instagram account ‘Animal Crossing Fashion Archive’ which documents fashion activity across the Animal Crossing world. Chung previously collaborated with Marc Jacobs and Valentino for Animal Crossing outfits last year.
Following an initial preview with key players from within the Animal Crossing community, all users can now use the Animal Crossing Dream Code DA-5019-5606-1864 to escape to Ted Baker’s island within the game.