Victoria’s Secret’s new Gen Z brand Happy Nation is already entering the metaverse. After VS’s rebranding in 2021, the lingerie brand wanted to appeal to tween consumers and launched Happy Nation this past spring. The brand aims to be more inclusive in their garments and is focused on consumers under 16-years-old who are more environmentally conscious. After posting billboards in Roblox to get the word out about their new brand in a Gen Z led space, Happy Nation decided to launch a full blown metaverse experience within the platform where users can play in obstacle courses, collect rainbows to fill up their “happy meter,” and use their rainbows to get a free tote bag. The game will also include a donation feature where players can transfer points to donations for the Undies for Everyone charity. YPulse’s Metaverse trend report data shows 59% of 13-39-year-olds agree that brands need to interact with virtual worlds to stay relevant. (Glossy)
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