This week, fashionable apparel and accessories retailer Hot Topic launched a Halloween-themed enactment of integer collectibles connected Roblox. It’s the archetypal metaverse activation for the company, which operates 800 Hot Topic and BoxLunch stores, arsenic good arsenic related e-commerce platforms.

“Halloween is simply a year-round manner for galore Hot Topic employees and customers, and with this inaugural launching successful the Halloween seasonal model it was a no-brainer that our champion ft guardant successful Roblox would beryllium a Halloween capsule drop,” Andrea Lewis, vice president of selling for Hot Topic, told us.

Hot Topic’s Halloween Forever Collection connected Roblox. Image: Hot Topic.

Earlier this year, the institution partnered with web3 animation workplace Toonstar to assistance make animated contented linked with integer collectibles. For the existent Halloween campaign, the retailer drafted Super League Gaming to enactment the virtual 3D acquisition wrong Roblox.

Dig deeper: What’s blistery successful the metaverse for consumers?

Virtual collection. The “Halloween Forever Collection” is simply a bid of avatar offerings and virtual extensions of real-life covering items. The capsule’s integer items see cosplay hats, sunglasses and mini-backpacks, among different designs.

To assistance marque the collectibles’ designs, and the virtual acquisition of collecting them, up to the precocious standards of Roblox users, they besides recruited high-profile Roblox designers — among them, @Junozy, @StrapCode, @MatthewDelRey, and @0929lego.

Roblox experiences. These Hot Topic exclusive designs are disposable successful the Roblox Avatar Shop. Additionally, they are made disposable astatine the Hot Topic Pop-up Shop that tin beryllium reached done 3 fashionable games successful the Roblox ecosphere.

The 3 games wherever the Pop-up Shop appears are The Floor is Lava!, Catalog Outfit Creator! and Speed Run 4.

Dig Deeper: What does the metaverse mean to consumers and marketers?

Metrics. The 3 games with Hot Topic’s virtual swag person accumulated astir 3 cardinal visits.

How does this construe into vulnerability for the company? In the archetypal 3 days of the campaign, the Hot Topic Pop-up Shop has reached much than 900,000 players. And the contented engagement clip with the marque successful these games has totaled much than 1.2 years of playtime.

“Partnering with Super League Gaming truly helped america find the champion games to diagnostic successful our Hot Topic Pop-Up Shops, based connected a premix of impressions, userbase and styling experiences,” said Lewis.

Why we care. Digital collectibles supply a heavy level of engagement for a brand’s biggest fans, if those consumers hap besides to play successful virtual environments similar Roblox. So, for marketers who haven’t taken the leap into the metaverse, it’s worthy seeing wherever your marque assemblage overlaps with the idiosyncratic basal of the platform.

In the lawsuit of Walmart, reaching the 17-24 demo connected Roblox was a no-brainer. This Hot Topic activation is simply a bully illustration of however a marque doesn’t person to physique an full territory from scratch successful Roblox with their ain games. Instead, they tin spot a pop-up wrong established Roblox games and spot wherever it goes from there.