Build-A-Bear Tycoon on Roblox Brings the Brand's Workshop to the Metaverse
Laura McQuarrie — December 15, 2022 — Life-Stages
References: roblox & prnewswire
With Build-A-Bear Tycoon, Build-A-Bear Workshop is venturing into the metaverse so that fans can experience the brand in a new way and build their own imaginative universe with the brand at its center. The experience on Roblox was made possible in partnership with professional developer and publisher Gamefam and the virtual community space carries facets of the brand's real-life workshops to the metaverse; creativity, empowerment, and personalization.
To develop an engaging online experience, the brand worked with not just industry veterans but also Gen Z Roblox creators at Gamefam. This phygital space is for selecting, stuffing and personalizing a bear in the metaverse, as well as participating in the heart ceremony, as well as building, collecting and exploring all that Build-A-Bear Tycoon has to offer.
To develop an engaging online experience, the brand worked with not just industry veterans but also Gen Z Roblox creators at Gamefam. This phygital space is for selecting, stuffing and personalizing a bear in the metaverse, as well as participating in the heart ceremony, as well as building, collecting and exploring all that Build-A-Bear Tycoon has to offer.
Trend Themes
1. Metaverse Brand Partnerships - Other brands can partner with virtual developers and communities to bring their products to life in the metaverse.
2. Phygital Experiences - Brands can create hybrid online and offline experiences to engage customers in novel ways and deepen brand loyalty.
3. Gen Z Collaboration - Including young creators in the development process ensures that brand experiences resonate with a younger demographic.
Industry Implications
1. Toy - Toy companies can leverage the metaverse to create virtual versions of their physical products, fostering creativity and personalization.
2. Entertainment - Entertainment companies can create immersive experiences in the metaverse to promote their movies, shows, and characters.
3. Retail - Retailers can create integrated online-offline experiences that blur the line between physical and virtual retail spaces.
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