Forever 21 x Barbie x Roblox

Forever 21 is no stranger to Roblox, having deployed multiple programs to the platform, including this one we covered last year.

Now, they’ve teamed up with Mattel’s Barbie to launch a generative AI-powered digital/physical capsule. From the full story at Glossy:

Barbie owner Mattel and Forever 21 have incorporated AI in their collaborative Roblox activation, launched on May 18. The Roblox game coincides with the launch of a physical Forever 21 x Barbie capsule collection available on Forever 21’s mobile app, e-commerce site and select stores. The digital counterpart is available on Roblox. 

Both the physical and digital collections feature 76 pieces, including dresses and tops in pink and blue. This is the second phygital collection from Mattel’s Barbie and Forever 21. The first, which featured Barbie-themed fashion, beauty, accessories and home decor, was released in June 2022. 

The Forever 21 x Barbie digital collection was designed in collaboration with the Virtual Brand Group. VBG was also behind the viral success of Forever 21’s Roblox hat in December 2022. Forever 21 later sold a physical version of the style.