Claire's launches ShimmerVille on Roblox

By

Jennifer Braun

Published
Oct 27, 2022

Claire's Stores, Inc. introduced on Wednesday a new virtual community space within the metaverse via global online platform Roblox. 

Dubbed 'ShimmerVille', the virtual world is described as a “metamodern ecosystem” that champions individuality. Inside, community members can outfit their avatars with jewelry and accessories also available for purchase in real life at Claire's stores. 

It will launch with six interconnected destinations — Central Park, Pet Park and Orb Store, Claire's C-Style Mall, Claire's Café, Bungalow Valley, The Galleria — and will be powered by its own economy. Looking ahead, Claire’s will also partner with like-minded brand partners to offer limited-edition merchandise, one-of-a-kind pets, themed housing, games and activities.

"Claire's has a long-standing history and passion for emerging culture. Our consumers sit at the intersection of the physical and digital spaces, and by creating a footprint in Roblox and bridging those worlds, we are creating a uniquely 'phygital' experience to drive community, brand love and our business," said Kristin Patrick, EVP and chief marketing officer of Claire's. 

"We have always been about self-expression, and by reimagining the ways we innovate and evolve, we are celebrating our brand purpose in a whole new way.”

ShimmerVille marks the brand's investment in a 'phygital' future. For the concept and development, Claire's partnered with Wonder Works Studio, a next-generation interactive media and gaming company known for its expertise within Roblox.

”Our entry into Roblox, a platform built on inclusivity and immersion, and our investment in Wonder Works Studio, signify our belief in the integration of the physical and digital worlds and our commitment to continued innovation in the space," added Ryan Vero, chief executive officer and director of Claire's.