H&M is bringing its newest Stranger Things Summer Collection into a limited-time metaverse experience.
The Stranger Things X H&M Pop-Up Event will take place in H&M Loooptopia on Roblox, an "immersive 3D experience filled with social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events, and more."
The multinational clothing company explained that the new in-store collection will be featured as a reward on the gaming platform. Players can win them as prizes when they play the "Surfer Boy Pizza Delivery Game" inspired by the franchise, which is set to launch on May 25.
"In the main hub of Looop City, users will be able to play a fast-paced Pizza Delivery game with bespoke Stranger Things clothing as rewards, featuring Argyle the Surfer Boy employee," the company explained in a press release.
Rolling out today, the new Stranger Things Summer Collection features 24 pieces inspired by retro prints and consisting of graphic t-shirts, varsity jerseys, and surfer sets.
"Bringing one of the most popular shows on Netflix into our digital H&M Loooptopia world through the "Surfer Boy Pizza Delivery Game" perfectly aligns with our ambition to provide fun and stylish content for all," H&M Americas Head of Customer Activation & Marketing Linda Li said in a statement.
H&M Loooptopia on Roblox was launched by the fashion giant last January. The metaverse program allows users to play around with their digital identity and learn about fashion through immersive experiences within the Roblox platform.