Forever 21, Barbie Collaborate on Summer Collection in the Metaverse

Guests to the metaverse can now shop for Barbie clothing, sleepwear, swimwear, add-ons and home décor motivated by the Barbie DreamHouse in Eternally 21’s virtual shop, the companies announced Tuesday.

The 2022 limited-version assortment will be out there in Permanently 21 Shop Town on Roblox, as well as online and in-retail store. The metaverse store was created in partnership with the Digital Manufacturer Group, a internet3 manner designer, video game developer and retailer that creates immersive metaverse activities by constructing and running for world-wide brands’ web3 businesses.

Full Retail’s Take: Forever 21 and Mattel, two California-centered businesses, are leaning into their native roots with the fashion, household decor and extras line. The start of the restricted-edition selection will come on the heels of Without end 21’s “For good LA” campaign, which highlights its ties to Los Angeles and makes a nod to Angel City’s fashion model.

Endlessly 21 entered the metaverse previous calendar year with the opening of its Roblox store, featuring customers a opportunity to own and work their personal virtual storefronts, as properly as acquire and market items. Models these as Mattel and Forever 21 are figuring out that the biggest metaverse successes come with each a digital and in-individual experience, as other stores like Rebecca Minkoff and Nike have revealed.