Retailer Pacific Sunwear Enters The Video Game Market

Pacific Sunwear of California LLC recently announced it had partnered with game development studio Melon and global esports platform Roblox. As part of this deal, select PacSun clothing items can now be digitally purchased in the Roblox Avatar Marketplace.

Roblox players can use their online currency, Robux, to customize their in-game avatars with PacSun-branded products. This includes PacSun clothing, PacSun fashion accessories, and even a pair of PacSun gold wings.

“We are excited to expand our digital footprint into a new space and bring Pacsun-branded items to Roblox, a platform that has become a social experience for so many of our Pacsun customers,” said Brieane Olson, the President of Pacsun. “In addition to our Pacsun-branded items, we are also partnering with Melon to build an experience on Roblox later this year that will be led by interactive, social settings in an open world and act as a community for our consumer that will be Pacsun-branded.”

PacSun and Melon also plan on creating a virtual experience on the Roblox platform that will focus on brand integration, mini-games, and special clothing/accessory designs. It is being reported this program could be launched as early as this fall.

(All information was provided by Retail & Leisure International and Chain Store Age)

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