Consumer Engagement

Tommy Hilfiger Launches Tommy X Roblox Creators Virtual Collection

Tommy Hilfiger announces it has partnered with eight carefully selected user-generated content (UGC) designers from the Roblox community to create and promote a Tommy X Roblox Creators collection of thirty digital fashion items that people can use to dress their avatars within Roblox, the massively popular global online platform for shared experiences. The virtual Tommy X Roblox Creators digital collection will be available for purchase globally in the Roblox Avatar Marketplace on December 16, 2021.

“I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own TOMMY HILFIGER styles,” said Tommy Hilfiger. “We couldn’t pass the chance of partnering with some of these fans to take this self-expression one step further, empowering them to bring their creative twist to official brand styles.”

The eight creators, whose values and bold styles align to the spirit and DNA of Tommy Hilfiger, were given the creative freedom to re-interpret some of the brand’s iconic pieces, with their individual twist, in both 2D and 3D digital items:

  • @PolarcubArt revisited the iconic TOMMY JEANS backpack

  • @RynityRift designed a unique TOMMY JEANS bucket hat and head bow

  • @Zealocity brought a modern touch to the TOMMY HILFIGER headset

  • @MiracleDropsRBX crafted a nylon TOMMY JEANS cross body bag and a one-of-a-kind skateboard

  • @Blizzei_ infused an irreverent twist into 10 TOMMY JEANS pieces for 2D skins.

  • @Missmudmaam_mmm reimagined 10 signature TOMMY JEANS styles for 2D skins

  • @rightIess concepted bold editorialized stills of the Roblox X Tommy collection

  • @Shift4D produced a trailer of four looks set against the backdrop of New York.

Roblox is a globally accessible online platform where millions of people come together to connect, create, and express themselves through immersive, interactive shared experiences. The platform gives its nearly 50 million daily active users access to millions of experiences, all created by the Roblox community itself.

The Tommy X Roblox Creators collection further builds on Tommy Hilfiger’s commitment to fuse entertainment, pop culture, and e-commerce in innovative ways that digitally immerse consumers into its brand world. In Fall 2020, Tommy Hilfiger partnered with Animal Crossing: New Horizons content creators to build the first unique brand destination - ‘Tommy Island’ - within the game world to enable players to visit, explore and shop the latest TOMMY HILFIGER seasonal collection.