Fashion and accessories brand Claire’s is entering the metaverse and wants to take its customers along for the ride. Today, October 26, the company launched ShimmerVille, a new and original city built within Roblox. Users can meld the shared immersive experience of Roblox with the personal style and self-expression values ​​espoused by Claire’s.

“Claire’s is constantly reimagining different ways to innovate and evolve in an ever-changing landscape. We are passionate about emerging culture and our purpose is to empower self-expression. This means that we live with our consumers at the intersection of the physical and digital worlds,” Kristin Patrick, executive vice president and chief marketing officer for Claire’s, tells Girls United. “By joining the…