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February 6, 2024
The Virtual Brand Group (VBG) has unveiled “The Voice’s” first Hype Gear fashion line, available exclusively in HiberWorld through the Ready Player Me avatar creation platform.
The collaboration, inspired by global street culture, features oversized hoodies, T-shirts and trend-forward looks with bespoke imagery and silhouettes. It marks the next evolution in VBG’s expansion of “The Voice” brand to become a standalone global fashion label outside of the ITV Studios.
Virtual Brand Group is also unveiling a new “The Voice” fashion game, only available in HiberWorld (jump in PLAY), with a custom retail store that allows fans to shop interactively, mix and match outfits and be a coach in the red chair and hit the red buzzer.
“Avatar retail is transforming fashion, self-expression and consumer behavior,” says Justin W. Hochberg, chief executive officer, Virtual Brand Group. “Last year it sold over $14 billion and is projected to grow by almost another 50% by the end of this decade. Our collaboration with Ready Player Me and HiberWorld opens up ‘The Voice’ fashion line to additional potential consumers.”
“With a global reach to over 150 territories, ‘The Voice’ is a powerhouse with universal appeal and a unique position at the intersection of music and fashion,” says Sean Kauppinen, chief strategy and marketing officer, Hiber. “It is a perfect brand for our community as our users look to identify and associate with brands and entertainment that represent them and reflect their interests in our growing network of 3D worlds.”
“HiberWorld stands out among apps integrating Ready Player Me as the go-to platform for brands looking to create unique virtual experiences for their customers,” says Timmu Tõke, chief executive officer, co-founder, Ready Player Me. “Fans of ‘The Voice’ will now have a chance to interact with the brand in a completely new way while their avatars wear the Hype Gear collection pieces.”
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