WATCH: DKNY launches exclusive virtual products on Roblox

DKNY is set to unveil a collection of exclusive virtual products on Roblox as part of a broader launch led by in-game retailer, Dubit.

As a result, the fashion house’s virtual collection will feature a range of items including jackets, handbags, and hats from DKNY’s latest ‘Heart of New York’ line.

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With 20 unique pieces on offer, including over 10,000 units of a speciality DKNY item exclusively for players, the collection is set to engage an estimated 20 million users across various Roblox games.

These will be purchased within specified Dubit retail locations on the gaming platform.

Meanwhile, this partnership enables DKNY to engage a wider global audience of passionate gamers and fashion enthusiasts, “offering them the opportunity to experience DKNY in a new way”, the company stated.

Dubit CCO, Andrew Douthwaite, said: “We’re honoured to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch.

“This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience.”