Forever 21, Barbie Collaborate on Summer Collection in the Metaverse

Andrew M. Santos

Guests to the metaverse can now shop for Barbie apparel, sleepwear, swimwear, extras and residence décor motivated by the Barbie DreamHouse in Forever 21’s virtual store, the businesses introduced Tuesday.

The 2022 confined-edition selection will be out there in For good 21 Shop City on Roblox, as well as on-line and in-retail outlet. The metaverse store was created in partnership with the Digital Brand Group, a website3 style designer, activity developer and retailer that generates immersive metaverse experiences by building and functioning for international brands’ web3 organizations.

Whole Retail’s Get: Permanently 21 and Mattel, two California-centered companies, are leaning into their native roots with the style, household decor and add-ons line. The start of the restricted-edition assortment comes on the heels of Without end 21’s “Permanently LA” campaign, which highlights its ties to Los Angeles and can make a nod to Angel City’s manner model.

Permanently 21 entered the metaverse last year with the opening of its Roblox store, providing users a probability to personal and run their own digital storefronts, as effectively as get and sell products. Brands these as Mattel and Endlessly 21 are figuring out that the major metaverse successes come with equally a virtual and in-individual expertise, as other vendors like Rebecca Minkoff and Nike have shown.

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