Victoria’s Secret brand Happy Nation launches first metaverse experience

Happy Nation, a new brand from Victoria’s Secret & Co., is collaborating with Roblox on a virtual hub with three themed obstacle courses.

For every Roblox player who completes all three obstacle courses, Happy Nation will donate one pair of underwear, up to 10,500, to Undies for Everyone until 31st July. Players can track their impact using the live counter displayed at the brand’s hub.

Players who complete an obstacle course will receive a virtual tote bag.

They can also browse the brand’s capsule collection, go to its photo booth, rest in the outdoor lounge area or visit the Wall of Happy, which highlights users that complete all three obstacle courses. 

"The Happy Nation 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,” ays 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.”