Tommy Hilfiger broadens metaverse venture with Roblox community space

Tommy Hilfiger has announced the expansion of its presence on global online platform Roblox with the launch of an immersive community space for members to play, share and socialise.

Dubbed 'Tommy Play', the Brooklyn-inspired space reflects the brand’s street culture heritage through activities from BMX bike riding to exploring an underground subway systems. Content updates, map expansions and product launches created in collaboration with Roblox creators will be unveiled over the course of the summer.

The space features mini games and 'Tommy Coins', which can be collected and traded for virtual wearable items such as Tommy Jeans garments, bikes, helmets, headphones and accessories.

Digital products, which are reimagined by real-world designs and co-created with Roblox community creators, can be worn in the game using Roblox's latest Layered Clothing technology.

The expanded experience builds on the Tommy Hilfiger's first phase on the platform, which launched in December 2021 with a co-created virtual collection of 30 items.

As part of the newly launched space, 'Team Tommy', the brand's gaming group will be live streaming a Roblox-based activation, ‘24 Hours of Team Tommy’, during which they will take viewers through the space, play games and dress their avatars with collectibles and garments.

Tommy Hilfiger said in a press release: "Roblox shares many of our brand values: inclusivity, diversity, creativity and community. We’re excited to meet Roblox users in engaging ways that we can’t do with traditional social platforms. Together with Roblox we’re continuing to build this world as we live in it, watching it come to life, and co-creating for the next iteration to come."