DKNY teams with Dubit to engage with Roblox players with virtual items from brand’s Heart of New York range
DKNY has partnered with Dubit, an in-game retailer, to introduce a collection of virtual jackets, handbags, and hats from its recently debuted Heart of New York collection, on Roblox.
DKNY’s virtual offerings will be accessible across multiple Roblox games. The brand is also offering 10,000 units of a specialty DKNY item exclusively for Roblox players to redeem.
“We’re honoured to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch,” says Andrew Douthwaite, CCO at Dubit.
“This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience."
Walmart
Walmart is now able to sell physical goods directly to users inside Roblox.
Walmart Discovered users will be able to have real-life items shipped directly to their doorsteps.
They will be greeted with a new storefront showcasing virtual twins of select items sold at physical Walmart stores. The feature will be gated specifically to users aged 13 or older in the United States only.
“There is a traditional sort of checkout flow where you put your name, your address and your credit card information, and that’s all powered by a Walmart API that handles all of the information super securely - it’s very safe,” Walmart Director of Brand Experiences and Strategic Partnerships Justin Breton, told Digiday.
“And once you hit checkout, you’ll get your confirmation email from Walmart. All of that is handled by us on the back end, the user will then get their item in the mail, but the virtual twin is granted immediately back on Roblox.”
A pilot will run throughout May, during which time Roblox will not receive a cut of item sales, with all revenues going directly to Walmart. The short-term aim here is to gauge users’ willingness to purchase physical goods on the platform.
“We are excited to start testing real-world commerce as a key step towards enabling it in the future for our community of creators and brands,” said Roblox VP of Economy Enrico D’Angelo.
“Shopping for virtual items is already an important element of how people engage and express themselves on Roblox daily, so our goal is to gather feedback, test the technology and learn what resonates with Gen Z customers the most when it comes to shopping for physical items.”
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