{"id":8024,"date":"2023-05-22T07:00:00","date_gmt":"2023-05-22T07:00:00","guid":{"rendered":"https:\/\/dev.getkidas.com\/kidas-website\/dev\/?p=8024"},"modified":"2023-05-18T13:45:16","modified_gmt":"2023-05-18T13:45:16","slug":"roblox-collaborations-virtual-reality-with-cool-merch","status":"publish","type":"post","link":"https:\/\/dev.getkidas.com\/kidas-website\/dev\/roblox-collaborations-virtual-reality-with-cool-merch\/","title":{"rendered":"Roblox Collaborations: Virtual Reality with Super Cool Merch"},"content":{"rendered":"\n

Who needs awesome gear IRL when you can deck out your Roblox avatar with the latest and greatest merch you didn\u2019t know you needed? <\/em><\/p>\n\n\n\n

A few weeks ago, Metallica, the heavy metal band that all my high school boyfriends listened to a little too loudly in the 90s, announced a collaboration with open-world game Roblox. Fans could log on to the popular game and check out songs and merchandise from Metallica\u2019s new album, 72 Seasons. The group called it a \u201clistening party,\u201d where fans could virtually unite with the band and enjoy some heavy metal. \u201cWere you trying your hardest to find two fanbases that will never unite?\u201d asked Twitter user Lil Space X<\/a> when Metallica announced its plans online. Lil Space X took the words right out of my mouth.<\/p>\n\n\n\n

But the idea of Metallica on Roblox brought me back to a conversation I\u2019d had with my Roblox-obsessed middle daughter a few months back. \u201cMom, I finally got the Nike hat I\u2019ve been wanting!\u201d I was excited for her, but also confused. Firstly, I didn\u2019t even know she wanted a Nike hat. Secondly, I didn\u2019t know how she would have acquired said hat. As the primary shopper in the family, I had not purchased her a Nike hat, and it wasn\u2019t her birthday, meaning it was unlikely one was gifted to her. \u201cHuh?\u201d I asked as she brought her iPad closer to me to show me something. And there, on the screen, was her avatar proudly wearing a Nike hat. It was, to my non-gaming mind, interesting. A Nike collaboration with Roblox made more sense than a Metallica one did, in my mind at least, but still, I wondered, why were brands in general collaborating with Roblox?<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Roblox: the what, where and when<\/h2>\n\n\n\n

We\u2019ve talked about Roblox<\/a> on this blog before. It\u2019s a large, open-world game with seemingly endless possibilities to grow, explore, play and socialize. We discovered it during the Pandemic in 2020 when my daughters used it daily to chat and engage with friends whom they couldn\u2019t see in person. Keeping them safe<\/a> while they play has always been top of mind. <\/p>\n\n\n\n

Roblox has about 43 million users around the world daily and about 202 million per month (source<\/a>). Almost 30 percent of users are based in the United States and Canada. Roblox users skew young though, with almost 70 percent of users under the age of 16<\/a>. Users are almost a dead split of male and female. Launched in 2006, Roblox now has more than 40 million games available to players. Roblox players spend, on average, about two hours a day in this virtual open world. Suffice it to say, Roblox is a virtual powerhouse.\u00a0<\/p>\n\n\n\n

Roblox: the who<\/h2>\n\n\n\n

With so many daily active users, it maybe shouldn\u2019t be a surprise to me that brand collaborations are becoming more and more common on the platform. Besides the Nike<\/a> collaboration I mentioned above, Roblox has also, in recent years, done notable collaborations with Chipotle and Ralph Lauren, to name a few. In 2021, Chipotle<\/a> gave away $1 million in free burritos at a virtual store within Roblox (players may have had to virtually engage to find the burritos, but they were able to redeem their virtual codes for IRL burritos from the restaurant!). Fans of Ralph Lauren can engage with its Roblox-exclusive game, The Winter Escape<\/a>, and style their avatars in exclusive merch. Roblox even paired with ultra-luxe retailer Gucci<\/a> in 2021 for an exclusive Garden experience that took guests on a virtual tour of Florence and experience the world of Gucci. <\/p>\n\n\n\n

Roblox players can currently engage in a virtual scavenger hunt powered by both Vans and Gucci. Players have to navigate obstacles, find fabrics and patterns and more. The prize? A shoe accessory or skateboard backpack, branded of course, that can be worn by the player\u2019s avatar when the scavenger hunt is complete. <\/p>\n\n\n\n

Roblox: the why<\/h2>\n\n\n\n

All of these collabs sound super cool, even to my mom ears, but, even after my deep dive into Roblox collaborations, I still walked away with one question: why?<\/p>\n\n\n\n

Let\u2019s be honest: I\u2019m not going to be creating my own Roblox avatar anytime soon. Even if I do covet Gucci in real life (someday I\u2019ll own something Gucci- someday!), I\u2019m not going to engage in an hours-long virtual scavenger hunt for some virtual swag, even if it is undeniably swanky. And while my daughter may think her branded Roblox merch is super cool, she\u2019s not going to convince me to rush out and buy her a real Gucci shoe accessory to match her virtual one.<\/p>\n\n\n\n

So why, then, are brands rushing to work with (and within) Roblox? The answer is, if I\u2019m being honest, quite simple. It\u2019s a new way to connect with an impressionable<\/a> audience and create customer loyalty very, very young. These players, these kids, <\/em>may not have buying power yet, especially with the vast majority of them still being younger than 16. But they will grow up, get jobs and have their own bank accounts and spending preferences. And the experiences they have now, as young kids on Roblox, may shape their future preferences and purchases. <\/p>\n\n\n\n

I\u2019m not a huge Nike wearer, I never have been. My kids didn\u2019t learn about the Nike swish because they see it on my shirts and shorts frequently. While they likely have friends that wear Nike and see actors on tv shows that wear Nike, it is also incredibly likely that a large part of their affinity for the brand came from Roblox. And back to that Metallica collaboration\u2026 Metallica may still be cool with Gen Xers and Millenials, but their kids, my <\/em>kids will, on principle, refute anything I find cool. My kids would never connect with Metallica because their dad loved the band back in the 90s, but, when Metallica pops up on their beloved Roblox? Well, now that\u2019s cool. <\/em>And so a fan is born. <\/p>\n","protected":false},"excerpt":{"rendered":"

Who needs awesome gear IRL when you can deck out your Roblox avatar with the latest and greatest merch you didn\u2019t know you needed?  A few weeks ago, Metallica, the heavy metal band that all my high school boyfriends listened to a little too loudly in the 90s, announced a collaboration with open-world game Roblox. […]<\/p>\n","protected":false},"author":54,"featured_media":8029,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[105],"class_list":["post-8024","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-roblox"],"acf":[],"yoast_head":"\nRoblox Collaborations: Virtual Reality with Super Cool Merch - Kidas<\/title>\n<meta name=\"description\" content=\"Are your kids obsessed with Roblox? 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