• by Colin Kirkland , July 16, 2024

Men's fashion brand Psycho Bunny has launched its flagship store -- deemed “Summer Splash” -- in Roblox’s Resort Tycoon 2, a beach and resort-themed Tycoon game with over 2 million active players. The brand will use the gamified experience to sell digital commerce based on its real-world offerings.

The Montreal-based brand, which focuses on bridging a gap between fathers and sons, has partnered with immersive content creators Metaverse Group and Super League to help introduce Psycho Bunny into the gamified Roblox world, which invites players to earn in-game currency by building up seaside resorts to attract new visitors.

Psycho Bunny’s flagship store is located on a tropical island with a waterfall and “upbeat summer vibes,” the company says, adding that the store features digital products like a pool floatie and a selection of colorful Polos based off of the brand's summer collection, which players can wear in the game.

According to the company, the pool floatie was sold out within the first 30 minutes of launch, with the brand generating over 7 million brand impressions, 220,000 in-store product interactions, and over 5,000 items claimed or sold within the store's first 10 days.

Players can claim, style and dress their avatars in Psycho Bunny gear in Roblox's UGC Marketplace, while the brand's TikTok is showcasing available styles for in-game shoppers.

Despite reporting slowed user growth in May, Roblox remains a leading virtual gaming platform for branded takeovers.

Over the past several months, Skechers has partnered with Super League to bring a virtual store to Livetopia's Topia Mall in Roblox and the Rolling Stones entered the metaverse via Universal Music Group's immersive Roblox music hub, Beat Galaxy.

Other brands have begun selling real-world commerce, with e.l.f. Beauty testing virtual kiosks powered by Walmartthat allow U.S. players to purchase a physical hoodie highlighting the brand's cruelty-free products.