Blueberry drops metaverse fashion collection with Broadway musical

By

Jennifer Braun

Published
May 6, 2022

Digital fashion brand Blueberry Entertainment is teaming up with Dear Evan Hansen, the Tony, Grammy, Olivier-Award winning Broadway musical, to launch an innovative metaverse fashion collection.

Launching May 13, a digital version of the show’s iconic blue striped polo will be available for purchase on Roblox, with 100% of the proceeds to benefit the Child Mind Institute. 

The blue-striped polo worn by the protagonist in Dear Evan Hansen, now part of The Smithsonian’s collection, has become a symbol of a global yearning for connection. It will retail on Roblox for 200 Robux ($2.50) and will include dozens of avatar and outfit customization options. Roblox, a leading global metaverse platform, currently counts over 55 million daily users. 

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Likewise, as part of a partnership with the genre-defining Bored Ape Yacht Club community, two Bored Ape NFTs will be dressed in the same blue-striped polo and live in the BAYC collection. The partnership will also include a donation to the Child Mind Institute.

“Blueberry is thrilled to be partnering with Dear Evan Hansen and The Child Mind Institute to support a cause which is so relevant to our community,” said Mishi McDuff, founder and CEO of Blueberry Entertainment.

“Blueberry’s brand ethos is built upon accessibility, inclusivity and togetherness, all of which align closely with Mental Health Awareness month. We hope this is just the start of the metaverse’s collaborations with charities, being a force for good in the physical world as well as the digital.”

This first-of-its-kind partnership coincides with May’s Mental Health Awareness month and marks the first time ever that a Broadway show is releasing digital fashion items to multiple metaverse communities.

“Everyone at Dear Evan Hansen is very proud that Evan’s blue-striped polo has become a recognizable symbol of the search for connection,” added Dear Evan Hansen producer Stacey Mindich. 

“For several years, we have sold a replica of the onstage polo, with a percentage of profits going to our mental health not-for-profit partners. Now, we are excited to offer this polo to multiple metaverse communities, as the first Broadway show to partner with a digital fashion company, bringing live theater to a whole new audience, while also continuing our focus on philanthropy and mental health wellness.”