Tommy Hilfiger launches a video game on Roblox

After the formation of "Team Tommy" and the creation of a collection on Roblox last year, Tommy Hilfiger is continuing its commitment to Web3 with the launch of its Tommy Play game, again on the same platform

Eva Morletto

By Eva Morletto08 juin 2022

Le jeu multijoueurs Tommy Play sur Roblox (Roblox)

The networked game has entered the world of the American brand Tommy Hilfiger. The company has just launched Tommy Play on Roblox, a free-to-play, multiplayer online video game aimed at children and teenagers. The game has about 50 million daily users, 50 million mini-games accessible via a platform similar to YouTube, quoted at more than 56 billion dollars on the stock exchange.

This is not the first time Tommy Hilfiger has interacted with Roblox. At the end of last year, the American designer created a virtual collection of clothes for the avatars of online gamers.

Now it's the turn of Tommy Play, a new Web3 experience set in a New York landscape. The aesthetic codes are inspired by the underground world of the American metropolis and in particular the Brooklyn district. Tommy Play offers multiple experiences: treasure hunts, Tommy coins exchange, mini-games... The objective is to make the community of visitors and players interact in a different and more active way compared to traditional social networks, by creating a closer and more emotional link with the young potential clientele, thus proposing a more innovative communication.

The worlds of gaming, fashion and art interact in a new way. The graffiti artists on the walls of the New York metropolis, who form part of the digital landscape displayed in Tommy Play, are, for example, real artists who are given space and visibility by the house.

Roblox has already attracted other luxury and celebrity players, including Gucci, who has set up a virtual city within the game, and American heiress Paris Hilton, who has purchased a large virtual space in the game to allow players' avatars to visit the digital replica of her luxurious Beverly Hills villa.

With the rise of the metaverse and its exponential development, last March, Tommy Hilfiger had already launched into the world of gaming, bringing together eight world-renowned streamers to form the international "Team Tommy", an initiative that Tommy Hilfiger himself wanted.

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