Retail technology innovation of the week: Psycho Bunny blends identity with creative possibilities of Roblox

Retail Technology Innovation of the Week is a series brought to you by RTIH and sponsored by 3D Cloud, highlighting stand out deployments, launches, and initiatives by retailers and tech suppliers.

Every week, we will showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, alongside the publication of the 2024 report.

So far, we’ve flagged up sterling work being done by Ocado Retail, Decathlon, Lacoste, Downtown Spirits, TalkShopLive, Huck’s, Rovertown, Wing, Nobody’s Child, IKI, Pixevia, Walmart, A.L.C., Archive, Therabody, Outform, Kingfisher, PMC, Boots UK, Ocula Technologies, Grace O'Malley Irish Whiskey, Metacask, Ikea, Carrefour Belgium, Matalan, and McDonald’s.

And this week we’re focusing on fashion brand Psycho Bunny, which has announced the launch of its Flagship Store for Summer Splash on Roblox, in collaboration with Metaverse Group and Super League.

Summer Splash released on 2nd July, within Resort Tycoon 2, a Sims like beach and resort style Tycoon Game with 2.3 million active players.

Players earn in-game currency by building up their seaside resort to attract new visitors to win the game.

The Psycho Bunny Flagship Store is on a tropical island, with a waterfall and upbeat summer music vibes. Psycho Bunny’s Pool Floatie is staged on all sides of the store as you approach, with a selection of colourful polos from the summer collection on offer to players shopping UGC.

UGCs are cosmetic items such as shirts, hats, pants, accessories and other unique items that allow the 77.7 million daily active Roblox players to express themselves.

The launch of the Summer Splash Flagship Store provides an opportunity for Psycho Bunny to connect with a significant GenZ audience where they spend their time.

Within the first 30 minutes, the Pool Floatie free UGC was sold out. In the first 10 days since launch, Psycho Bunny on Roblox had generated over seven million brand impressions, 220,000 in-store product interactions, and over 5,000 items claimed/sold.

“Partnering with MVG and Super League allows us to blend our brand’s unique identity with the creative possibilities of Roblox,” says Bertrand Cesvet, Executive Creative Director at Psycho Bunny.

“We’re excited to see fans who grew up with Psycho Bunny re-engage, or those who currently wear our clothing enjoy the drops, the shop and clothing for sale.”

2024 RTIH INNOVATION AWARDS

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.