Barbie and Forever 21 launch 'Forever Barbie' collection on Roblox

Mattel's Barbie has partnered up with clothing brand Forever 21 to release both a digital collection on Roblox and a physical one online and in selected stores, according to a tweet by Forever 21.

The 'Forever Barbie' virtual collection features a selection of 76 accessories, clothing and bags and was created in partnership with the Virtual Brand Group (VBG), a web3 fashion designer, game developer and retailer, that creates immersive metaverse experiences by building and operating for global brands’ web3 businesses.

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This marks Barbie's second collaboration with Forever 21 on a Roblox collection. The first collection was released in June last year. 

The limited-edition collection at that point included a range of on-trend vintage style apparel items, swim, sleepwear, beauty, and accessories as well as home décor, inspired by the Barbie DreamHouse. The collection was available in-store, online, and in “Forever 21 Shop City” on Roblox.

“Barbie, a SoCal native plays in the same inclusive, empowering and fashionable space that our customers love, appreciate and have come to expect from our business,” said Forever 21's CEO, Winnie Park at the time. 

Park shared that the brand is thrilled to offer shoppers unexpected line extensions that include Barbie in store and online and virtual fashions in the metaverse. "This was the perfect collection to launch first, under our Forever LA umbrella," she added. 

The metaverse collection was created by VBG’s global multicultural design team working across five countries. The Forever 21 x Barbie collection replicated its real-life inspiration and campaign using Roblox’s latest Layered Clothing technology for hyper-realistic 3D clothing that fits any avatar body type. The designs featured real-world fabrics and details such as intricate stitching on the collection’s Malibu Denim Jacket, embossed art, beadwork, and textured fabrics on jump suits, dresses, hoodies, iconic t-shirts, trucker hats and jelly bags. 

The digital Forever 21 x Barbie collection will be available exclusively in Forever 21’s Shop City experience on Roblox and limited item drops will be rolled out over the coming month.

Additionally, some digital items will be given away for free to select Roblox users to get more traction on the platform. 

MARKETING-INTERACTIVE has reached out for more information. 

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