Brand Strategy Roblox Metaverse

Claire’s hopes to vibe with gen ‘Zalpha’ in new Roblox experience


By Webb Wright, NY Reporter

October 26, 2022 | 3 min read

The retailer unveiled ‘ShimmerVille,’ describing it as ‘a transformative digital world to explore, work, play, shop and connect with friends.’


Claire’s joins an ever-growing list of brands that have set up shop in the metaverse / Claire’s

Attention teens: Claire’s has entered the metaverse. The retail brand, which specializes in accessories and jewelry for kids and teens, announced this morning that it has opened ‘ShimmerVille,’ a new branded experience in the popular blockchain-based gaming platform Roblox.

Powered by AI

Explore frequently asked questions

Claire’s says that ShimmerVille is targeting gen “Zalpha” (meaning both gen Z and the younger gen Alpha) and is leaning into its brand “purpose of empowering self-expression and personal style.”

Visitors to Claire’s new Roblox space will be able to buy virtual clothing and accessories, the physical versions of which are also available at the brand’s brick-and-mortar stores. A variety of games and virtual destinations where visitors can mingle will also be on offer.


“Claire’s has a long-standing history and passion for emerging culture,” Kristin Patrick, executive vice-president and chief marketing officer at Claire’s, said in a statement. “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, 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.”

Claire’s joins a long list of other retailers that have recently entered Roblox in an effort to boost engagement with a younger audience. PacSun, for example, launched a Roblox-based experience called ‘Pacworld’ earlier this year.

For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.

Brand Strategy Roblox Metaverse

More from Brand Strategy

View all


Industry insights

View all
Add your own content +