Claire’s meets its consumers in the metaverse.

This year, Claire’s was a global brand company reaching consumers through its stores. It has been expanding the footprint of the brand and how it plays into the lives of consumers. “Why the metaverse and why now?” said Kristin Patrick, executive vice president and chief marketing officer. “We started this when they were telling us where they were living their lives.”

It turns out that Claire’s consumers are fans of Roblox, the gaming platform that lives in the metaverse. “Our consumers are what we affectionately call Gen Zalpha [Gen Z and Gen Alpha]. They’re all over Roblox,” Patrick said. “We talk to them. We understand how their lives are, how they are…