Gucci and Vans have united their Roblox worlds in order to target younger consumers and their parents’ credit cards.
The new “Gucci Town x Vans World” will let users navigate obstacles and explore both virtual worlds. They will also be tasked with finding fabrics and patterns as part of a scavenger hunt that can be crafted into a shoe accessory or skateboard backpack to be worn by their avatar.
The combining of the two Roblox worlds marks the first time that brands of this size have collaborated in such a way.
The collaboration and the scavenger hunt will run until 13 May and the partnership largely seeks to introduce Gucci — which may seem unattainable — to Vans’ more hoi polloi consumers and begin the skateboard brand’s association with luxury.
Gucci launched its Roblox world, Gucci Town, in May 2022 and has served as a place for branded events. Vans launched its world way back in September 2021.
