But it feels like a modern metaverse update of the brand.” Engaging new audiences “You know that it’s Claire’s because of the design. “We wanted to build a game that squarely leveraged and centered on what the brand has stood for for 50 years, which is self-expression,” Patrick said. The game features six destinations, including Claire’s C-Style Mall, Claire’s Cafe and Bungalow Valley.Ĭlaire’s Chief Marketing Officer Kristin Patrick told Modern Retail that “ShimmerVille” is a “natural extension” of what customers already love and know about Claire’s.

Claire’s describes “ShimmerVille” as “a transformative digital world to explore, work, play, shop and connect with friends.” In “ShimmerVille,” players can build and decorate homes, earn digital currency by having a job, own a pet and outfit their avatars in Claire’s accessories and clothes. Last week, Claire’s became the latest retailer to make inroads on Roblox with its “ShimmerVille” experience.

Roblox sign ups