Clarks is returning to the metaverse as of Thursday, via a new and what it calls “out-of-this-world adventure” with the launch of Playprints World on Roblox. The company debuted on Roblox last year and this new development focuses on a category for which the brand is well-known — kids’ shoes.
Based on the footwear brand’s Playprints collection, it sees it coordinating a series of “experiential influencer activities” and introducing a new channel on YouTube Kids, where the Playprints squad’s “entertaining escapades” can be viewed and followed.
It comes as part of a reinvention of the brand under its new owners with what was once one of the most traditional footwear names embracing technology, innovation and newer approaches to marketing.
Playprints World was created by metaverse development studio Melon (which has just been acquired by Super League Gaming). It offers fans the chance to “unlock magical missions in mystical lands”.
And given that this is ultimately about selling more shoes, those participating are — of course — helped by “super-powered Playprints sneakers”, as well as by the Playprints heroes as they solve puzzles.
There’s also a Clarks accessory-packed Crystal Cave virtual store to help dress the avatars.
To celebrate this launch, the brand has partnered with Bayy – a female-led marketing and production agency – to create a “one-of-a-kind experience for a select group of influencer families based around the UK”.
A real-life Playprints mascot will arrive in a branded gaming truck, “gifting kids a custom Clarks suitcase filled with goodies, including the latest Playprints shoes”. Inside the themed truck, there’s also the chance to get competitive and test out their skills in Playprints World on Roblox.
As mentioned, the brand first immersed itself in Roblox last year with its Cicaverse experience and this has seen more than 8.6 million visits to date. It’s now aiming to build on this and increase the size of its Roblox community.
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