Forever 21, Barbie Collaborate on Summer Collection in the Metaverse

Visitors to the metaverse can now shop for Barbie apparel, sleepwear, swimwear, accessories and home décor inspired by the Barbie DreamHouse in Forever 21’s virtual shop, the companies announced Tuesday.

The 2022 limited-edition collection will be available in Forever 21 Shop City on Roblox, as well as online and in-store. The metaverse store was created in partnership with the Virtual Brand Group, a web3 fashion designer, game developer and retailer that creates immersive metaverse experiences by building and operating for global brands’ web3 businesses.

Total Retail’s Take: Forever 21 and Mattel, two California-based companies, are leaning into their native roots with the fashion, home decor and accessories line. The launch of the limited-edition collection comes on the heels of Forever 21’s “Forever LA” campaign, which highlights its ties to Los Angeles and makes a nod to Angel City’s fashion style.

Forever 21 entered the metaverse last year with the opening of its Roblox shop, offering users a chance to own and operate their own virtual storefronts, as well as buy and sell merchandise. Brands such as Mattel and Forever 21 are figuring out that the biggest metaverse successes come with both a virtual and in-person experience, as other retailers like Rebecca Minkoff and Nike have shown.