How Clarks is Using Roblox to Turn Gamers into Shoppers

Clarks is continuing its digital strategy on Roblox by teaming up with Netflix’s Stranger Things, marking another step in its branded experiences on the platform. Known for its PlayPrints Simulator game, Clarks is now offering exclusive Stranger Things-inspired avatar accessories like Green Torhill and Upside Down shoes. Fans can access these items through Unlockables.gg, and they mirror real-life Clarks styles, enhancing a “twinning” trend among Roblox’s 88.9 million daily users. This collaboration keeps Clarks at the forefront of digital apparel, blending nostalgia for Stranger Things with brand engagement in a fully interactive, metaverse-based format.

The PlayPrints Simulator game has generated impressive engagement numbers, with over 16.2 million game plays, and sessions are now lasting 70% longer than when it launched, highlighting Clarks’ strong foothold in the Roblox ecosystem. Notably, Clarks' approach emphasizes a mix of virtual and physical connectivity, targeting Gen Z’s comfort with digital spaces and their desire for online-offline brand continuity. By syncing popular culture with branded, exclusive digital assets, Clarks is not just following but actively shaping the virtual fashion market.

Key data from Super League Gaming, Clarks’ partner in the campaign, shows that 34% of users who try digital versions of products on Roblox would consider buying the physical items. This statistic underscores a valuable crossover potential in Clarks’ strategy, making the virtual experience a viable driver for actual sales. In a retail landscape where gamification and fandom intersect, Clarks’ Stranger Things release on Roblox serves as both a cultural moment and a clever bridge to in-store sales, proving the brand's commitment to blending storytelling with shoppable experiences.