Forever 21 x Barbie x Roblox

What if you could build your own custom clothing store and have it up and running in a single day? It seems impossible, but thanks to companies like Virtual Brand Group, you can do anything you want… in the metaverse.

Virtual Brand Group accelerates brands into the metaverse through gaming platforms like Roblox. Unlike other games, you don’t just play Roblox — you build the game yourself. Roblox gives players an opportunity to do what they may not have the means to do in real life, whether that’s starting a business or riding a pegasus through the sky.

Many fashion brands are eager to set up shop in the metaverse, and Forever 21 is no different. Last year, they partnered with Roblox to create the Forever 21 Shop City, where you can build your own virtual store, show off your style, and compete to become the “top shop.” This was huge for fashion influencers and their fans, who could socialize on the platform and exchange exclusive goods. 

This year, the brands added a third player to the mix: the bubbly character that encourages us to be anyone we want to be in this life: Barbie.

Barbie was the perfect partner to take this collaboration to the next level. Aligned with Forever 21’s youthful spirit, Barbie adds an element of fun-filled magic that neither brand could have drummed up on their own. 

This dynamic trio created a line of Barbie-themed Forever 21 clothing and accessories, along with Barbie Dream House-inspired home decor. Players can buy the collection in the metaverse and in real life, allowing them to twin with their avatars. They can also use the pieces to create their own customs lines and feature them in virtual shops.

The best part about this collaboration is that it doesn’t feel like another metaverse marketing gimmick — it’s truly for its customers. The fashionistas buying Forever 21 clothing on Roblox are the same people who’d be hyped about a Barbie-themed wardrobe in any universe.

The brands also stayed true to the values their customers appreciate most: the real and virtual collection is size-inclusive, and using Roblox layering technology, the clothes can be made to fit any avatar’s body type. 

This collaboration was a win because the brands perfectly captured their target audience of fashionistas looking to express themselves and generate income through new channels. But they couldn’t have done without Barbie — she embodies “build your dream life” energy, and that’s what this collaboration is all about.