Claire's Launches New Metaverse Collaboration with MeganPlays

Intending to build its footprint in the metaverse, Claire's has announced a new line of phygital experiences and consumer products with gaming creator MeganPlays.
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December 8, 2022

MeganPlays in Claire's accessories.
MeganPlays in Claire's accessories.Claire's

The 23-piece collection of toys, tech and style accessories will be available in


stores and through "Shimmerville," the franchise world built by streamer and creator MeganPlays on "Roblox." Six of those pieces will also launch as USC (user-generated content) items across different areas within the platform.  

"Gen 'Zalpha' is ever-evolving - constantly finding alternative ways to change up their style and connect with others, which is why we encourage our audience to explore new trends and become inspired by other like-minded individuals," says Kristin Patrick, executive vice president, chief marketing officer, Claire's. "With a platform built around empowering young girls to embrace their individuality, Megan shares our brand values, making her the perfect partner as we continue to inspire young people to express themselves and reach new audiences with the launch of ShimmerVille."   

"Growing up, shopping at Claire's was always so fun and joyful, which is why I was excited at the

opportunity to collaborate with the brand on a collection that will allow a new generation of shoppers to have the same amazing experience with the brand that I did," says Megan. "I am so proud of every piece we have created together and hope the collection inspires young people to express themselves!"  

"Claire's was the perfect match for the massively popular creator, MeganPlays," says Lisa Berlin Wright, senior vice president, Semaphore Premier Licensing, who brokered the deal. "Together, we set out to create a partnership that would delight her expanding fan base with fun, colorful products in both the virtual and real world, and Claire's has brought the vision to life like no other."  

The Claire's x MeganPlays collection includes plush inspired by the pets in MeganPlays' "Shimmerville," faux nails, pom-pom headbands and colorful clip-in hair extensions inspired by Megan's ever-changing hairstyle. Consumers can also outfit their avatars in the collection within ShimmerVille and select experiences across the Roblox platform.   

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