HomeKids Foot Locker Launches House of Play in the Metaverse

Kids Foot Locker Launches House of Play in the Metaverse

The launch of House of Play in the Roblox Metaverse by Kids Foot Locker shows how Metaverse is leading in the game of reaching younger demographics.

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Vie
Updated: April 4, 2023
Kids Foot Locker in Roblox

Kids Foot Locker took a bold step forward in the ever-changing retail landscape by launching House of Play, an immersive virtual experience, in the Roblox Metaverse.

The launch was a strategic move to reach younger audiences, increasingly becoming more comfortable with virtual shopping experiences.

Kids Foot Locker has adapted its brick-and-mortar store concept to the Roblox immersive virtual gaming platform.

The athletic apparel and footwear retailer has introduced “Kids Foot Locker House of Play” on Roblox, offering a kid-oriented metaverse experience with games, unlockable sneakers with special powers, and interactive virtual space.

The Campaign–to Attract Younger Customers and Showcase Foot Locker as an Innovative Brand

The campaign involved the launch of House of Play, a virtual store in the popular Metaverse Roblox.

The store was designed to engage younger audiences in a playful, interactive way that aligns with the brand’s values of innovation and inclusivity.

The House of Play features virtual sneakers, clothing, and accessories from Nike, Adidas, and Puma brands.

It also includes interactive games that allow users to earn virtual currency and prizes that can be used to purchase items in the store.

The experience provides immersive gaming, unlockable sneakers with special powers, and interactive virtual space.

The athletic apparel and footwear retailer has translated its physical House of Play into the Metaverse.

The play-oriented experience was launched last year by Kids Foot Locker.

The virtual game features non-playable, jersey-wearing Kids Foot Locker store associates, called “Stripers,” who guide players throughout the experience.

The campaign aimed to accomplish three primary goals:

  1. Attract younger customers who are familiar with virtual shopping experiences.
  2. Showcase Kids Foot Locker as an innovative, forward-thinking brand.
  3. Increase revenue by offering a unique, interactive shopping experience.
Kids Foot Locker in Roblox

How Does This Differ From Other Campaigns in the Metaverse?

Kids Foot Locker has always been a brand that values innovation and inclusivity.

In the past, the company has launched campaigns that reflect these values.

However, the House of Play campaign differs because it was a bold move into virtual shopping experiences, which was relatively uncharted territory for the brand.

By creating a virtual store in the Roblox Metaverse, Kids Foot Locker was able to reach a younger audience. While offering them a unique shopping experience that aligns with their interests.

Check out Adventure With Me exploring House of Play in Roblox

How Did the Campaign Perform? 

The launch of House of Play in the Roblox metaverse was a massive success.

The campaign created a lot of buzz on social media and earned Kids Foot Locker a lot of positive attention.

Here’s a concise but comprehensive bullet-point marketing analysis of the campaign’s results:

  • The campaign generated good media impressions across various online platforms.
  • The House of Play experience received many visits within the first week of its launch.
  • The interactive games within the House of Play experience had a good percentage of engagement rate, and users spent an average of 25 minutes in the virtual store.
  • The campaign earned Kids Foot Locker a significant increase in sales. It gathered an increase in revenue compared to the previous year.
  • According to Sarah Spector, Kids Foot Locker’s Vice President of Marketing, the House of Play campaign helped the brand “build awareness, drive traffic, and ultimately, sales.”

The campaign’s success was also reflected in the positive feedback from customers and industry experts.

Many praised the brand for its innovative marketing approach and for creating an interactive experience that aligns with its values.

Kids Foot Locker in Roblox

What Could Kids Foot Locker Learn From Other Campaigns in the Metaverse?

The launch of House of Play in the Roblox Metaverse was a massive success for Kids Foot Locker.

The campaign accomplished its goals of attracting younger audiences, showcasing the brand as innovative, and increasing revenue.

By creating an immersive, interactive shopping experience, Kids Foot Locker was able to differentiate itself from competitors. It also positions its brand as a forward-thinking brand.

However, Kids Foot Locker learn from other campaigns in the Metaverse, such as Kinder Joy.

The brand campaign featured a virtual world that allowed children to explore various habitats and discover the animals residing within them.

The Kinder Joy Natoons campaign utilized the Metaverse platform to introduce children to blockchain technology and NFTs.

Kinder Joy also collaborated with KidZania to create a Kid-centric experience that provided interactive games and activities to take children on an enjoyable journey of discovering and learning about animals.

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