H&M’s “Stranger Things” Line Launches Loooptopia Experience On Roblox

With the metaverse and social gaming channels increasingly becoming more a part of our culture, retailers are traveling to the metaverse to win new customers.

H&M has embraced the metaverse and social gaming, which have captivated the imagination of its fans. The retailer, which created an immersive experience for Roblox where fans can discover their digital fashion identities, is now launching its “Stranger Things” collection with an immersive experience in H&M Loooptopia on Roblox.

“Obviously, we see this with the younger generation, but it’s across all ages as well,” said Linda Li, Head of Customer Activation and Marketing, H&M Americas.

“The Stranger Things” kids summer capsule collection features relaxed and easy summer separates, retro prints inspired by the 80’s and 90’s and graphic Tees as well as varsity style jerseys and effortless surfer-inspired sets. The collection will be available to shop in store and online for kids 8 to 14 years old.

“Our new ‘Stranger Things’ x H&M pop-up event in H&M Loooptopia on Roblox offers an exciting way to engage with a younger demographic, featuring the collection as rewards in the new experience,” Li said. “Bringing one of the most popular shows on Netflix
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into our digital H&M Loooptopia world aligns with our ambition to provide fun and stylish content for all. We hope anyone with an interest in both fashion and the hit show will enjoy the new collection.”

Sustainability is baked into the game. “While the ‘Stranger Things’ experience on Loooptopia is focused on the ‘Surfer Boy Pizza Delivery Game,’ the H&M Loooptopia world overall allows users to experiment with their digital identities and learn about fashion and circularity in a fun, creative, and playful environment on the Roblox platform that’s connecting millions of people through immersive shared experiences, all while encouraging creativity and self-expression,” Li said.

H&M had said that it wants to be able to change the experience and alter the experience of the game as you go along. “We began experimenting with new in-game adaptations for H&M Loooptopia in March with Dutch 3D designer Eva Cremers,” said Li. “We’re excited to continue experimenting and adding to our digital world with our new ‘Stranger Things’ ‘Surfer Boy Pizza Delivery Game,’ launching on May 25^th.”

Asked whether the “Stranger Things” x H&M Loooptopia game is attracting new customers and building brand loyalty, Li said, “We are constantly experimenting and learning how to connect with people in new ways, and social gaming platforms are one such space. Our new ‘Stranger Things’ x H&M pop-up event in H&M Loooptopia on Roblox offers an exciting way to engage with a younger demographic, featuring the collection as rewards in the new experience and one of the most popular shows on Netflix into our digital H&M Loooptopia world.”

H&M has not monetized Loooptopia thus far, Li said.