After launching their presence in Roblox in December of 2021, Tommy Hilfiger expands their TOMMY PLAY community with a futuristic store. The brand launched TOMMY PLAY back in June of 2022 and brought themes of the Hilfiger brand to an immersive social space in the Roblox community. Now, TOMMY PLAY aims to engage with the digital consumer through an exciting new experience.
“We’re excited to announce this next phase of our Roblox collaboration,” said Tommy Hilfiger. “Sharing these fun and unique aspects of our brand with the Roblox users is an innovative way we engage with the digital consumer. There are so many possibilities in the metaverse and this is just one more offering that we’ve created together.”

The new virtual store defies physics as it’s located high in the sky. The spacious setting pays homage to the brand’s heritage by incorporating large stone animal statues inspired by the Bronx Zoo. Tags from local street artists bring a touch of the Bronx’s iconic imagery to the metaverse.

The retail side of the store will have the TOMMY JEANS Pop collection on display. Products in the collection include puffers, windbreakers, hoodies, and accessories. Next to the retail space, Roblox users have full access to a parkour area. Here, users can spray paint their tags and unlock street dancing. Users can work towards getting access to a secret space that has a DJ booth for hosting parties. Once the space is unlocked, users will have access to items such as a hotdog backpack and the chicken-a main character in this map.

Some UGC creators from the original launch helped design the new space. New creators helped stock and design the digital store. @StrapCode, @Mahalo, @Blizzei, @missmudmaam, @Martin_Rblx2, @Polarcub_art, and @RynityRift are the creators in question.

The new expansion supports Hilfiger’s continued exploration of the digital, gaming, and metaverse spaces. Additionally, the partnership with Roblox complements Team Tommy, a community-led initiative that highlights 8 new talents from the gaming community. This initiative seeks to allow creatives to showcase their talents while also creating a new wave of Futuremakers.