Hot Topic Heads Into the Metaverse With Halloween Initiative on 'Roblox'

Initiative marks the retailer’s introduction to the virtual world.

License Global

October 6, 2022

2 Min Read
"Roblox" characters in Hot Topic Halloween wear.
"Roblox" characters in Hot Topic Halloween wear.Roblox

Hot Topic has announced the launch of Halloween-inspired virtual items on Roblox. For Hot Topic, the Halloween Forever Collection will have exclusive avatar offerings and virtual extensions of IRL clothing items. 

Ten exclusive Halloween-themed Hot Topic designs were made available in Roblox Avatar Shop, with an additional three pop-up shops across game titles, including “The Floor is Lava!”, “Speed Run 4” and “Catalog Outfit Creator!”, titles that collectively share an audience of nearly 3 billion visits. The capsule features digital items synonymous with the Hot Topic brand, including cosplay hats, die-cut sunglasses, figural mini-backpacks and more. Users can buy avatar items directly from the virtual shopping destinations that showcase the campaign including images that feature “Cobra Kai” actor, Mary Mouser, sporting the exclusive black-and-orange sweater, as well as an interactive mannequin.  

The retailer partnered with several Roblox designers including Junozy, StrapCode, MatthewDelRey and 0929lego to bring the existing IRL Halloween designs to life digitally, making them available to players specifically in Roblox. The black-and-orange sweater and beanie with the ’90s throwback Hot Topic logo will be available for purchase in the physical world, in-store and online. 

Related:Walmart Jumps Into 'Roblox'

To guide the retailer into the metaverse and help to execute the next phase of its strategic offerings, Hot Topic has tapped Super League Gaming, a leader in metaverse gaming and experiences. 

“We’re very excited to launch our Roblox integration,” says Andrea Lewis, vice president, marketing, Hot Topic. “This partnership will allow Hot Topic to create an experience that exemplifies our brand in the metaverse. Dropping this Halloween merch in the Roblox avatar shop while simultaneously offering physical replications of key items online and in Hot Topic stores is a dream scenario to satisfy Hot Topic fandom both in the Roblox ecosystem and IRL.” 

“It was important to choose the right time to launch Hot Topic on Roblox, and Halloween is so important to our customer, we felt like this was a perfect fit,” says Ed LaBay, senior vice president, merchandise and marketing, Hot Topic. “Giving our existing customers and Roblox fans a chance to express themselves in core Hot Topic Halloween fashion is a great first step for us in the virtual world.” 

The Halloween Forever Collection is available now. 

Read more about:

Hot TopicRoblox

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like