Dive Brief:

• H&M is launching a limited-time activation as part of its Loooptopia experience on Roblox, according to a press release. The effort is tied to a summer collection inspired by Netflix’s “Stranger Things.”
• The “Surfer Boy Pizza Delivery Game” debuts on May 25 and is inspired by an eponymous restaurant in season four of the Netflix hit. Bespoke "Stranger Things" clothing serves as rewards, while players who complete the game unlock a trailer that teases H&M's fall plans for Loooptopia.
• The Roblox pop-up demonstrates how retailers like H&M are continuing to experiment in the metaverse to connect with younger consumers around their cultural interests.

Dive Insight:

H&M's extension of its Loooptopia experience in Roblox with the “Surfer Boy Pizza Delivery Game” shows how the retailer is doubling down on a metaverse platform popular with the younger consumers that make up a large part of its target audience.

"Our launch in the metaverse earlier this year is continuing to allow us to explore exciting ways to engage with our current and new customers," said Linda Li, head of customer activation and marketing, H&M Americas, in a press statement. Li added that the game "perfectly aligns with our ambition to provide fun and stylish content for all.”

The “Surfer Boy Pizza Delivery Game” is an extension of H&M's Loooptopia experience, which debuted in January with a focus on self-expression and sustainability. The new activation leans into self-expression by connecting with consumers around one of the streaming age's most popular shows — and one that has frequently been utilized by brands to great effect.

H&M bringing its partnership with Netflix to Roblox demonstrates one of the ways that brands can expand their footprint in the metaverse. Previously, Gucci and Vans launched a scavenger hunt between their two worlds on Roblox, demonstrating what collaboration and interoperability could look like in the emergent space.

Despite the rapid growth of generative artificial intelligence as marketers' latest shiny penny, brands continue to roll out experiments in the metaverse. These bets could pay off as metaverse platforms grow engagement, chiefly with younger, more ad-averse consumers. Roblox last quarter set records for daily active users (66.1 million) and hours engaged (14.5 billion).

The “Stranger Things” inspired summer collection is offered in kids sizes for 8- to 14-year-olds and launches in-store and online on May 18. The 24-piece capsule collection includes summer separates, retro prints that draw inspiration from the ‘80s and ‘90s, graphic tees, varsity-style jerseys and surfer-inspired sets.  

While younger consumers are the focus of H&M's latest effort, Roblox has come under fire by industry watchdogs for how brands relate to children on the platform. Children’s Advertising Review Unit this month claimed the company hadn't made adequate disclosures to younger users that certain game content was advertising, per The Wall Street Journal. Walmart closed down a branded space in Roblox after similar accusations.