Claire's launches ShimmerVille immersive digital world on Roblox

Claire's Stores has taken the wraps off ShimmerVille, a digital world to explore, work, play, shop and connect with friends.

ShimmerVille taps the Roblox platform to emphasise Claire's purpose of empowering self-expression and personal style.

The concept and development came through a partnership with interactive media and gaming company Wonder Works Studio, which Claire’s has invested in.

"We have a long standing history and passion for emerging culture. 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," says Kristin Patrick, EVP and Chief Marketing Officer at Claire's.

"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 is on the comeback trail after exiting bankruptcy.

Its adventures in the metaverse target Gen Zalpha, a cohort of younger Gen Zers and older members of the following Gen Alpha.

"Our entry into Roblox, a platform built on inclusivity and immersion, and our investment in Wonder Works Studio, signify our belief in the integration of the physical and digital worlds and our commitment to continued innovation in the space," says Ryan Vero, Chief Executive Officer and Director of Claire's.

"By helping Claire's bring ShimmerVille to life in Roblox, we are pushing the boundary of what was thought to be possible," says Zachary Letter, Chief Executive Officer, Wonder Works Studio.

"We've created an immersive and ever expanding experience that has the ability to generate new, compelling IP with a lasting impact on the consumer in a way that goes beyond the limits of traditional media."