Happy Nation Launches First Metaverse Experience, Starting With a Philanthropic Partnership
June 14 2022 - 8:00AM
Happy Nation, the newest brand from Victoria’s Secret & Co.
(NYSE: VSCO), announced today its debut in the metaverse via an
immersive integration on Roblox. The integration features a virtual
Happy Nation hub with three obstacle courses (Obbys), each themed
to reflect Happy Nation’s core pillars of being friendly to the
planet, empowered to give, and connected to our community,
including a play-to-donate partnership with philanthropic partner
Undies for Everyone.
Happy Nation launched in April 2022 with early details of plans
to enter the metaverse – a first for any brand within the VS&Co
family. As a fully digital brand for tweens, the Happy Nation hub
on the Roblox platform is a unique way the brand plans to engage
this key audience and inspire giving back to the community. The hub
lives within BayView, a popular role-playing experience on Roblox,
and was developed in collaboration with SuperAwesome – a kidtech
platform that enables safe digital engagement with young audiences
around the world.
"The Happy Nation brand was launched to reflect the needs and
values of Gen Alpha, with their parents in mind. Inclusivity and
environmental sustainability are central to who they are. As the
most tech-savvy generation yet, we wanted to introduce them to
Happy Nation in the digital space where they choose to spend their
time, the metaverse,” said Susan Anderson, Vice President of
Creative at Happy Nation. “This is a new demographic and
environment for our company. The metaverse integration has been an
exciting project for our team and is a big step in our journey to
authentically engage with our Happy Crew and collaborate with
wonderful organizations like Undies for Everyone, providing
children living in poverty or crisis with new underwear.”
Roblox community members can find the Happy Nation hub via a
branded portal located in the main square within the BayView
experience. From there, they can access three Obbys. From now until
July 31, Happy Nation will donate one pair of undies, up to 10,500,
to Undies for Everyone for each player that completes all three
Obbys in the Happy Nation hub. All participants can track their
individual impact via a live counter displayed in the
hub.“Underwear insecurity – the lack of sufficient, clean and
size-appropriate underwear – is a growing problem in the U.S. and
often creates a challenging ripple effect for children in
crisis that can hinder success in the classroom and on the
playground,” said Amy Weiss, executive director of Undies for
Everyone. “We are excited to partner with Happy Nation
providing new underwear to children who need it
most, recognizing the importance of this small basic need as
part of a child’s increased chances of long-term success.”
The three Obbys encourage sustainability, giving back and
collaborating:
- Friendly to the Planet: An Obby focused on
ecological and sustainability themes where Happy Nation bees
pollinate flowers until they bloom to the point where competitors
can jump on them to reach higher levels. This Obby also includes a
butterfly-guided maze.
- Empowered to Give: An Obby designed to
encourage giving to others by having participants collect presents
along the course that they gift to a non-player character (NPC) at
the end of the game.
- Connected to Our Community: A
friendship-themed Obby that fosters collaboration as community
members work in groups of three to overcome obstacles.
The timed course can be explored in any order and involves
running, jumping and solving puzzles while collecting Happy Nation
rainbows to fill a personal “Happy Meter” along the way. Completely
filling the meter results in celebratory fireworks, a boost in
speed and doubled points for collecting rainbows until the end of
the Obby.
There’s a virtual Happy Nation tote bag reward for completing
one Obby. While in the hub area, visitors can check out the Happy
Nation capsule collection, visit the photo booth, relax in the
outdoor lounge area or go to the Wall of Happy, displaying
usernames of those who completed all three Obbys.
"The pre-teen and tween audiences of today are coming of age at
a time when immersive games and early metaverse experiences are
increasingly well-established,” said Jon Hamblin, Gaming Creative
Director for SuperAwesome. “These spaces are so popular because
they allow gamers to express their identities, think critically,
socialize and learn new skill sets. Happy Nation’s integration
builds on all of this by piquing imagination with its bright,
gender-free and fun Obbys that also make a difference for others
IRL. The experience is innovative, entertaining and gives back to a
charitable cause - all key elements of a Happy Nation!"
For more information about Happy Nation, please visit
https://happynation.com/.
About Happy Nation
Happy Nation is a fully digital retail brand by
Victoria’s Secret & Co. offering a range of size-inclusive and
gender-free products including sweats, swim, bras, undies and body
care for tweens. Inspired by the generation it serves, the brand
empowers others to give back, care for others and care for our
planet. Happy Nation fosters a judgment-free community that is
supportive and accepting of tweens during some of the most
transformative years of their lives.
About SuperAwesomeSuperAwesome is making the
internet safer for young audiences. The company’s youth digital
content marketplace enables safe, compliant digital engagement with
kids and young teens around the world. SuperAwesome is used by
hundreds of brands and thousands of developers to enable over 12.5B
safe transactions every month. Founded in 2013, the company was
acquired by Epic Games in 2020. For more information, please visit
www.SuperAwesome.com.
For further information, please contact:
Media Relations:
Brooke Wilson
communications@victoria.com
Victoria's Secret (NYSE:VSCO)
Historical Stock Chart
From Jun 2024 to Jul 2024
Victoria's Secret (NYSE:VSCO)
Historical Stock Chart
From Jul 2023 to Jul 2024