Forever 21 brings Barbie back to the metaverse
Forever 21 is once again teaming up with Mattel to offer an exclusive Barbie-themed collection — in the metaverse and the “real world.”
The fast—fashion retailer is offering the “Forever 21 x Barbie” capsule on its mobile app and e-commerce site, as well as at select stores, and virtually on the Roblox immersive gaming platform. Co-developed with Mattel, the collection features 76 pieces across a range of apparel categories.
Additionally, Forever 21, in partnership with Virtual Brand Group (VBG), has created an artificial intelligence (AI)-designed virtual Forever 21 x Barbie fashion collection available exclusively on its Shop City metaverse experience on Roblox, which allows users to build and operate their own fashion store.
The virtual collection will mirror the in-store assortment and offer metaverse-exclusive Forever 21 x Barbie designs. A portion of the virtual collection will only be available as a limited edition, and all visitors to the Shop City Barbie experience on Roblox will have an opportunity to obtain free Forever 21 x Barbie fashion items.
Forever 21 initially partnered with Mattel to release a special assortment of vintage style apparel items, swim, sleepwear, beauty, accessories, and home décor, inspired by the Mattel Barbie DreamHouse line of toys, both physically and in the metaverse, in June 2022.
The popularity of the Barbie brand has been trending in anticipation of the release of the highly-anticipated “Barbie” movie this summer. In another “real world” example of retail crossovers with the enduringly popular doll-based brand, the Malibu Barbie Café has opened its doors in the Seaport district of New York City until September 15. The immersive, pink-hued 120-seat pop-up restaurant is a partnership between Mattel and travel planning and event platform Bucket List.
"We're thrilled to reintroduce Barbie to Forever 21 and embrace the growing Barbiecore trend that our customers adore," said Winnie Park, CEO of Forever 21. "This captivating collection offers a variety of collectible pieces that perfectly embody our signature trend-forward aesthetic, all while paying homage to the iconic Barbie brand – and at an incredible value. We can't wait for our fans to experience this must-have collection!"
“Virtual fashion is an important part of meeting consumers everywhere they are,” said Jacob Hawkins, chief marketing, omni and digital officer, Forever 21. “This one-of-a-kind Metaverse Barbie collaboration between Forever 21, Mattel and Virtual Brand Group is at the forefront of bringing physical and virtual products together.”
Forever 21 operates more than 572 locations globally and online.