Dive Brief:
- Joining a long list of collaborators, intellectual property licensing platform Spaceport and e-commerce company Threadless have introduced Threadless T-shirts and apparel on Roblox, the companies announced in a press release Thursday.
- With the in-game currency, Robux, players can buy the digital clothing in the Roblox Marketplace and wear the attire on their digital avatars across every experience within the game.
- The launch includes hundreds of real-life designs from Threadless artists and is one of the largest branded collections on Roblox, according to the release. Threadless artists will receive royalties paid out in U.S. dollars.
Dive Insight:
Threadless is using Spaceport’s blockchain-based smart licensing protocol to add its catalog of designs to Roblox.
“It’s so exciting to see artwork by the Threadless artist community embraced and celebrated within Roblox,” Jake Nickell, founder and CEO of Threadless, said in a statement. “Partnering with Spaceport has enabled us to quickly bring our artists’ designs to millions of Roblox players, and to further expand the reach of their work in a meaningful way through this new platform.”
Retail experiences and product integrations within Roblox have soared as the platform has gained steam. In addition to Threadless, Roblox has partnered with a full roster of companies over the past year or so, including Foot Locker, Forever 21, Walmart, Shipt, Gucci and Vans.
In its Q2 2023 quarterly results, Roblox reported a 15% jump in revenue year over year to $680.8 million. As the platform has attracted more brands and retailers, it has also grown its user base. Per its second quarter results in August, it reported a 25% increase in daily active users from last year, reaching 65.5 million. Its monthly unique payers also rose 19% year over year to 13.5 million.
