Roblox Hot Topic collab brings mall goth skins to the metaverse

pcgamesn.com:

Hot Topic, a brand iconic for bringing counter-culture apparel and accessories to malls across the United States, is now bringing skins to the metaverse with its Roblox Hot Topic Halloween Forever Collection. The collaboration features exclusive avatar clothing and accessory options, as well as virtual extensions of clothing in the sandbox game which players can also opt to purchase in real life.

Ten Hot Topic items first appeared in the Roblox Avatar Shop with the soft launch of the campaign on October 3. The initiative also includes a Hot Topic Pop-up Shop, which appears in Roblox games The Floor is Lava!, Speed Run 4, and Catalog Outfit Creator!.

Since the October 3 launch, the pop-up shop has reached more than 900k players and amassed the equivalent of more than 1.2 years of playtime, according to a press release. Items in the pop-up include cosplay hats, die-cut sunglasses, figural mini-backpacks, and more. Hot Topic tapped leading Roblox content designers Junozy, StrapCode, MatthewDelRey, and 0929lego to develop the virtual products.

The campaign features Cobra Kai star Mary Mouser sporting an exclusive black and orange sweater available as part of the collection. Both this and a beanie with the 90s throwback Hot Topic logo will both also be available to purchase as physical products in-store and online.

Andrea Lewis, Vice President of Marketing for Hot Topic, says she sees Roblox as a strong fit for Hot Topic as an extension of the omnichannel brand, which already has a significant presence across social platforms such as Twitter, Facebook, and Instagram.

“It gives us the opportunity to expand what omnichannel means for us,” she said in an interview with PCGamesN. “It gives us the opportunity to have a great entry