Ted Baker links with Animal Crossing to preview AW21 collection

By

Sandra Halliday

Published
Oct 25, 2021

Fashion brand Ted Baker is to make its first foray into the clothing gaming market this month as it puts marketing support behind its AW21 collections. It’s launching its own universe on Nintendo’s hugely popular Animal Crossing: New Horizons.

The record-breaking game has seen its popularity soaring during the pandemic as it offers “a method of escape and a means of connection for players during lockdown”.

The move comes as Ted Baker said it’s experimenting with “new and innovative digital formats in a bid to develop its cultural capital and capture market share from a Millennial audience”.

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So what will players actually see when they arrive at Ted Baker Island? They’ll be able to “explore a series of five different virtual realities inspired by the settings from the brand’s current Street Party Sessions campaign. From a walled flower garden to a beachfront pier scene, each of the different zones will be positioned in a night time setting to create an in-game party atmosphere with musical influences”.

There will also be the opportunity for players to customise their avatars in Ted Baker clothing, with a digital version of 20 items from AW21 available to try on within the game.

Additionally it will offer in-game photo opportunities and a built-in QR code to direct players to discover more around the Ted Baker Street Party Sessions campaign.

The company worked with visual artist, musician and gamer Kara Chung of Instagram account Animal Crossing Fashion Archive on the new development and has been testing it with “key tastemakers” from within the game’s community.