Dubit has taken DKNY into Roblox for its new Heart of New York range.
The Leeds-based in-game retailer has worked with the fashion brand to create a collection of 20 unique pieces, such as virtual jackets, handbags and hats.
These will be available for in-game purchase in select Dubit retail locations across the platform, with more than 10k units of special DKNY items reserved to players to redeem.
“We’re honoured to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch,” said Andrew Douthwaite, CCO at Dubit.
“This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience.”
The campaign is expected to reach around 20m players, who will be able to claim ownership of the digital designer pieces.
