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    Hot Topic celebrates Halloween with its first virtual clothing drop on Roblox

    In its first-ever metaverse activation, the retailer hopes to build its reputation ‘as an innovative, tech-forward brand.’

    Hot Topic – a retailer that will be very familiar to those of you who had Green Day or My Chemical Romance phases in middle school – is aiming to position itself as as a tech-savvy brand by launching a new Halloween activation in Roblox. 

    To celebrate the holiday, Hot Topic is launching a series of 10 branded, Halloween-themed virtual clothing items based on IRL products. The line, called the “Halloween Forever Collection” is available in the Roblox Avatar Marketplace – a virtual store in Roblox where users can shop for avatar customizations, clothing and accessories. The brand has also built three virtual pop-up shops that are accessible via a number of popular Roblox experiences. 

    Roblox, a blochchain-based virtual world, was drawing in more than 52mn Daily Active Users (DAUs) as of June 30.

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    “This partnership will allow Hot Topic to create an experience that exemplifies our brand in the metaverse,” Andrea Lewis, Hot Topic’s vice president of marketing, said in a statement. “Dropping this Halloween merch in the Roblox avatar shop while simultaneously offering physical replications of key items online and in Hot Topic stores is a dream scenario to satisfy Hot Topic fandom both in the Roblox ecosystem and IRL.”

    Hot Topic’s virtual clothing campaign on Roblox launched Monday and has reached more than 1mn players, according to the brand. 

    For more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.

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