happy nation launches another immersive gaming integration on Roblox

happy nation, a digital apparel and accessories brand for tweens from Victoria’s Secret & Co., has launched an immersive gaming integration in Livetopia on Roblox.  

Developed in collaboration with SuperAwesome, Color It You is centred around the brand’s values of “community and expressing individuality” and features a donation component to Undies for Everyone, where it will donate one pair of undies per player (up to 14,000 pairs) to children living in poverty or crisis.

The new happy nation hub in Livetopia features a timed obstacle course (obby), leaderboards, and a boutique with a happy nation capsule collection that players can purchase with happy tokens they collect while playing.

All styles displayed in the boutique are also available for purchase here.

The obby allows players to design their own unique branded tee by running through a succession of sprinklers, paint bursts, tie-dye dip pools etc. The hub also contains several mini games similar to the playground area in Livetopia, including slides, hidden areas, and climbing walls. 

Spending time in the metaverse

Earlier this year, happy nation collaborated with Roblox on another virtual hub featuring obstacle courses.

“Our brand was launched to reflect the needs and values of Gen Alpha, with their parents in mind. Inclusivity and environmental sustainability are central to who they are,” said Susan Anderson, Vice President of Creative at happy nation.

“As the most tech savvy generation yet, 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 demographic and environment for our company.”

“The metaverse integration has been an exciting project for our team and is a big step in our journey to authentically engage with our Happy Crew and collaborate with wonderful organisations like Undies for Everyone, providing children living in poverty or crisis with new underwear.”