Animal Crossing: New Horizons has blown up—and now brands are getting in on it. When Nintendo Switch launched Animal Crossing: New Horizons at the start of the pandemic, it was an instant hit with quarantined young consumers. Players have used it to host virtual milestone events, go on dates, and hang out with friends they can’t see in person. The game’s simple escapism is therapeutic for many, as “there are no bad guys, or strife at all.” Switch console sales have doubled and the title was one of March’s top sellers—attracting brands’ attention. It’s become a “media channel,” with brands like Highsnobiety and 100 Thieves creating virtual clothing collections for players. (The Drum, WSJ, GeekWire)
