Fashion

US Happy Nation brand ‘Victoria’s Secret debuts in metaverse



Happy Nation, the brand from America’s Victoria’s Secret, has announced its debut in the metaverse through role-playing integration on Roblox. The integration features a virtual Happy Nation hub with three obstacles (Obbys), each themed course reflecting Happy Nation’s core pillars of being planet-friendly, empowering, and community connected. .

The integration also includes a play-to-give partnership with charity partner Undies for Everyone. Happy Nation launches in April 2022 with early details of its plans to join the metaverse, a first for any brand in the Victoria’s Secret family. As an all-digital teen brand, the Happy Nation hub on the Roblox platform is a unique way the brand plans to engage this mainstream audience and inspire dedication to the community. copper. The hub is located within BayView, a popular immersive experience on Roblox, and was developed in partnership with SuperAwesome, a kids technology platform that enables safe digital interactions with young audiences around the world. world, according to a press release from Victoria’s Secret.

Roblox community members can find the Happy Nation hub through a branded portal located in the main plaza in the BayView experience. From there, they can access three Obbys. The ‘Planet-Friendly’ Obby focuses on ecological and sustainability themes, where Happy Nation bees pollinate flowers until they become so prolific that competitors can jump on them to gain the upper hand. higher altitude. This Obby also includes a butterfly-guided maze.

Happy Nation, the brand from America’s Victoria’s Secret, has announced its debut in the metaverse through role-playing integration on Roblox. The integration features a virtual Happy Nation hub with three obstacles (Obbys), each themed course reflecting Happy Nation’s core pillars of being planet-friendly, empowering, and community connected. .

The ‘Empowered to Give’ Obby is designed to encourage gift giving to others by requiring participants to receive a gift during the course of which they give a non-player character (NPC) late game. Obby ‘Connected to Our Community’ has a theme of friendship, fostering cooperation as community members work in groups of three to overcome obstacles, according to Victoria’s Secret.

The timer course can be explored in any order and involves running, jumping, and solving puzzles while collecting Happy Nation rainbows to fill in personal ‘Happy Clocks’ along the way . Fully filling the meter will create celebratory fireworks, increasing speed and doubling the points for collecting rainbows until the end of Obby.

There is a virtual Happy Nation tote bag reward for completing an Obby. While in the mall, visitors can view Happy Nation’s capsule collection, visit the photo booth, relax in the outdoor seating area, or head to the Happy Wall, displaying a username of people who have completed all three Goals.

“The Happy Nation brand was born to reflect the needs and values ​​of Gen Alpha, with their parents in mind. Inclusion and environmental sustainability are at the heart of who they are. As the most tech-savvy generation, we wanted to introduce them to Happy Nation in the digital space where they choose to spend their time, the metaverse. This is a new environment and demographic for our company. The metaverse integration is an exciting project for our team and a huge step forward in our journey to truly engage with Happy Employees and collaborate with amazing organizations like Undies for Everyone, provide children living in poverty or crisis with new underwear,” Susan Anderson, vice president of creative at Happy Nationsaid in a statement.

“Underwear insecurity – the lack of underwear that fits, is clean, and fits the right size – is a growing problem in the US and often creates a challenging ripple effect for children. are in crisis, which can hinder success in the classroom and on the playground. We’re excited to partner with Happy Nation to deliver new underwear to the kids who need it most, recognizing the importance of this little basic need as part of increasing their chances of long-term success. child’s length,” Amy Weiss, CEO of Undies for Everyonespeak.

“Teenage and teen audiences today are coming of age as role-playing games and early metaverse experiences become increasingly well established. These spaces are popular because they allow players to express their identities, think critically, socialize, and learn new skill sets. Happy Nation’s integration builds on all of this by sparking the imagination with bright, gender-neutral and fun Obbys that also set themselves apart for other IRLs. The experience is creative, entertaining and beneficial for a charity – all key elements of a Happy Country,” Jon Hamblin, game creative director for SuperAwesomespeak.

Fiber2 fashion news desk (GK)





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