Did you catch the excitement of the GamesBeat Summit? Do not worry. Join now to watch all live and virtual sessions here.
House of Blueberry and Rebel Girls have announced the launch of the Roblox experience, debuting Rebel Girls digital fashion to inspire women and girls in gaming.
The activation includes an exclusive digital fashion release, an interactive game experience, dynamic content,
and a virtual launch party.
As brands founded and led by women, House of Blueberry, a leading digital fashion house, and Rebel Girls, a global girl-driven media brand, have created experiences for women and girls.
the more authentic and confident you are. This partnership leads to a positive experience for the girl
creators, players, and gamers to celebrate themselves and their community, House of Blueberry Chief Creative Officer Ashely Hopkins told GamesBeat.
“We are extremely excited to partner with Rebel Girls, a media company for women and girls,” said Emily Eitch, Head of Business Development at House of Blueberry (and speaker at our GamesBeat Summit 2023 event), in an interview. with GamesBeat. “We are both women-led businesses with very similar values and engagement.”
The Rebel Girls x House of Blueberry collaboration will take place in the House of Blueberry shopping experience on Roblox starting on Sunday, June 25th at 9am PT. It will feature surprise guests and an exclusive fashion show.
Features of cooperation:
- The 8-piece digital fashion set, also available through the House of Blueberry experience, retails for between 75 and 100 Robux (less than $1.50 per item) and includes one piece of free User Generated Content (UGC).
- Interactive Story, the first gaming experience featuring eleven stories from their upcoming release
- Rebel Girls Level Up to earn special badges.
- Rebel Girls affirmations and “love notes” users can send to community members during the experience.
The collaboration is the first metaverse activation of Rebel Girls as part of the company’s recently announced content expansion to bring its story to new platforms. To celebrate Rebel Girls Level Up (available June 27th), Rebel Girls will offer an exclusive preview of digital and audio storytelling content featuring barrier-breaking female creators and gamers, including cSapphire, Jay-Ann Lopez- and JennyBean.
“Rebel Girls was an obvious collaboration for me because they represent everything we stand for as a company,” said Hopkins. “As a company founded and run primarily by women who identify as rebel girls, we love their messages. This activation is all about encouraging every girl to be her best rebel.”
“We’re thrilled to be partnering with female-owned and led House of Blueberry for our first Roblox experience to not only celebrate women in gaming, but the entire girl gaming community,” said Rebel Girls CEO Jess Wolfe. “We hope that, like lightning, the girls will dare to light up the sky inside the House of Blueberry x Rebel Girls activation, and everywhere they go after that.”
Creating an experience
Hopkins’ design team worked to create digital fashion to match the Rebel Girls look. When users spawn into a world, they can interact with lightning, which is the motif of Rebel Girls. A new Rebel Girls book is coming, and the activation will feature 11 different women from the book.
It will have audio from books and text. The audio part is new inside Roblox to attract players’ attention. There are pre-written notes with words of affirmation for girls that players can share with each other, Hopkins said.
“I’m excited about transmedia like Roblox,” said Eichs. “It makes it more of an educational, interactive community where you can have these one-on-one experiences when you’re listening to an audiobook or reading a text and learning about these amazing women.”
Hopkins added: “Endorsements are another way we can bring these authentic brand components to Roblox in a way that’s meaningful to the brand. These are affirmations that they actually use in many of their books. Rebel Girls’ whole mission is to empower the next generation of women to be as confident as they can be.”
House of Blueberry is a metaverse fashion brand with over 20 million digital assets for sale on platforms such as Roblox, The Sims, and Second Life. Founded in 2012 by sole proprietor Mishi McDuff, Blueberry has since grown to a community of half a million.
Rebel Girls is a global, multi-platform empowerment brand dedicated to raising the most inspired and confident generation of girls through content, experiences, products and community. Based on the international bestselling children’s book, Rebel Girls expands the stories of real-life, extraordinary women into history, geography and excellence. With a growing community of 23 million self-identified rebel girls spanning more than 100 countries, the brand engages with Generation Alpha through its book series, flagship app, events and products.
To date, Rebel Girls has sold more than 9 million books in 50 languages and reached 22 million digital audio listens.
House of Blueberry has branded merchandise in Second Life and Roblox. It joined Roblox in May 2022. And the company likes to partner with feel-good brands that are like-minded, Hopkins said.
“We can capture something that really speaks to us as a brand. They are a company founded by women and run by women,” Hopkins said. “Everybody loves Rebel Girls. And this is their first foray into gaming and the metaverse. They are definitely a 21st century multimedia brand.”
GamesBeat Creed when covering the gaming industry “where passion meets business”. What does this mean? We want to tell you what the news means to you, not only as a decision maker at a game studio, but also as a game fan. Whether you’re reading our articles, listening to our podcasts, or watching our videos, GamesBeat helps you learn about and enjoy the industry. Discover our briefings.