Rebel Girls x House of Blueberry Launches Roblox Experience to Empower Women in Gaming
House of Blueberry, the leading digital fashion house, and Rebel Girls, a global girl-centered media brand, have announced the launch of a new Roblox experience designed to empower women and girls in gaming. The digital fashion debut of Rebel Girls, the event's central feature, encompasses an exclusive digital fashion release, interactive game experience, dynamic content, and virtual launch party.
A Positive Experience for Female Creators, Gamers, and Players alike
The brand's female-led foundation means its partnership centers on empowering women and girls to feel confident and be their most authentic selves. As Ashley Hopkins, Chief Creative Officer at House of Blueberry, said during a GamesBeat interview, they hope to embrace positivity in their activation that attracts female creators, gamers, and players alike. The Rebel Girls x House of Blueberry collaboration exists within House of Blueberry’s shopping experience on Roblox and had its launch event on June 25 at 9 a.m. Pacific time, featuring exclusive fashion shows and surprise guests.
An Interactive and Story-Driven Experience
The collaboration encompasses an 8-piece digital fashion collection retailing between 75-100 Robux per item and interactive storytelling featuring eleven stories within Rebel Girls' upcoming release, 'Level Up.’ The experience enables players to earn special badges and Rebel Girls affirmations and 'love notes' that users can send to other community members in the activation. The design process began with House of Blueberry’s team of designers creating digital fashion that suited the Rebel Girls' brand look, with particular emphasis on the lightning bolt that is part of the Rebel Girls’ motif.
Additional Features
To celebrate the launch of Rebel Girls' Level Up, Rebel Girls will offer an exclusive preview of digital and audio storytelling content featuring inspirational women creators and gamers, including cSapphire, Jay-Ann Lopez, and JennyBean. The Rebel Girls x House of Blueberry collaboration constitutes Rebel Girls' first metaverse activation, as the company continues to expand into new platforms to share their stories and content.
House of Blueberry - A Growing Community
House of Blueberry is a metaverse fashion brand that has sold over 20 million digital assets across several platforms, such as The Sims, Second Life, and Roblox. Founded in 2012 by Mishi McDuff, it has grown to a community of almost half a million users. The company also enjoys product branding in both Second Life and Roblox, with the latter joining in May 2022.
Positive and Like-Minded Collaborative Brands
House of Blueberry likes to participate in “feel-good” collaborations with brands that share their values. As Emily Eitches, Head of Business Development at House of Blueberry, said in an interview with GamesBeat, both businesses started similarly and have very similar values, making for a perfect partnership. "Rebel Girls represent everything we stand for as a company. This activation is all about encouraging every girl to be her best Rebel self,” said Hopkins. For Rebel Girls CEO Jes Wolfe, partnering with House of Blueberry for their first Roblox experience celebrates not only women in gaming but the entire girl gamer community, hoping "girls will be emboldened to light up the sky inside the House of Blueberry x Rebel Girls activation, and everywhere they go afterwards."
Editorial and Advice
The Rebel Girls x House of Blueberry experience is empowering and inspiring, with its collaboration encouraging girls to explore their creativity and embrace themselves and their communities. The messaging and experiential narrative in the collaboration are not only educational but engaging and uplifting, providing a sense of belonging within the gaming community for young girls.
As brands such as Rebel Girls and House of Blueberry continue to champion positive representation for women and girls in gaming, families must also follow suit and recognize that diverse gaming stories have immense value. Breathing new life into the industry, a positive narrative ensures opportunities across racial, gender, and ethnic lines to inspire creativity and foster a healthy community.
The Rebel Girls x House of Blueberry Roblox experience marks a significant milestone in girl-centered educational gaming with the Roblox platform. Its vibrant, interactive storytelling and dynamic content not only make it meaningful but long-lasting, as Rebel Girls continues its expansion into various platforms to advocate for and support girls worldwide. This event proves that it is not only important to shape the future but to inspire it.
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