This week, popular clothing and accessory retailer Hot Topic released a line of Halloween-themed digital collectibles on Roblox. It’s the first metaverse activation for the company, which operates 800 Hot Topic and BoxLunch stores, as well as related e-commerce platforms.

“Halloween is a year-round lifestyle for many Hot Topic employees and customers, and with this initiative launching in the Halloween seasonal window, it was obvious that our best move forward on Roblox would be a Halloween capsule.” Andrea Lewis, Hot Topic’s vice president of marketing told us.

Earlier this year, the company partnered with web3 animation studio Toonstar to help develop animated content…