(Filed Under wholesale Lingerie News). In mid June Victoria’s Secret’s newest brand, Happy Nation, debuted “in the metaverse via an immersive integration on Roblox.” The online teen brand was announced in April.

The metaverse “integration features a virtual Happy Nation hub with three obstacle courses (Obbys), each themed to reflect Happy Nation’s core pillars of being friendly to the planet, empowered to give, and connected to our community, including a play-to-donate partnership with philanthropic partner Undies for Everyone,” according to VS&Co.

“As a fully digital brand for tweens, the Happy Nation hub on the Roblox platform is a unique way the brand plans to engage this key audience and inspire giving back to the community. The hub lives within BayView, a popular role-playing experience on Roblox, and was developed in collaboration with SuperAwesome – a kidtech platform that enables safe digital engagement with young audiences around the world.”

Happy Nation describes its offerings as “a range of size-inclusive and gender-free products including sweats, swim, bras, undies and body care for tweens.” The collection currently features bandeau bras for $14; cotton bikinis and briefs for $7.50 and five for $20 or $25; and bras for $12 to $24. Other apparel includes T shirts, shorts, tanks, bike shorts, tennis skirts, hoodies, pullovers, joggers and swim suits.

“The Happy Nation brand was launched to reflect the needs and values of Gen Alpha, with their parents in mind. Inclusivity and environmental sustainability are central to who they are. As the most tech-savvy generation yet, we wanted to introduce them to Happy Nation in the digital space where they choose to spend their time, the metaverse,” explained Susan Anderson, VP of creative at Happy Nation. “This is a new demographic and environment for our company.” — NM

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Published 07-12-2022 by Nick Monjo