Forever 21, Barbie Collaborate on Summer Collection in the Metaverse

Site visitors to the metaverse can now shop for Barbie apparel, sleepwear, swimwear, components and property décor influenced by the Barbie DreamHouse in Without end 21’s virtual shop, the companies announced Tuesday.

The 2022 restricted-edition collection will be readily available in Eternally 21 Shop Town on Roblox, as nicely as on line and in-retail outlet. The metaverse retail store was created in partnership with the Digital Brand name Team, a world-wide-web3 vogue designer, recreation developer and retailer that results in immersive metaverse experiences by setting up and working for world brands’ internet3 businesses.

Complete Retail’s Take: Without end 21 and Mattel, two California-primarily based corporations, are leaning into their indigenous roots with the style, residence decor and accessories line. The launch of the minimal-version collection comes on the heels of Eternally 21’s “For good LA” campaign, which highlights its ties to Los Angeles and makes a nod to Angel City’s trend model.

Without end 21 entered the metaverse last 12 months with the opening of its Roblox store, supplying people a prospect to have and run their personal virtual storefronts, as effectively as invest in and market products. Makes these as Mattel and Permanently 21 are figuring out that the most important metaverse successes occur with both equally a digital and in-human being working experience, as other retailers like Rebecca Minkoff and Nike have shown.