e.l.f. Beauty and Roblox have announced a continuation of their partnership that will see real-world commerce coming to the game platform to bridge the online and offline worlds. The partnership includes a virtual kiosk created by e.l.f. Beauty in the UP! Experience inside Roblox where visitors aged 13 and up can purchase a limited-edition product that’s only available to buy in-game. Players who purchase the product will be able to get the real thing thanks to the help of Walmart to further overall engagement.
Roblox Vice President of Global Brand Partnerships Stephanie Latham spoke on the e.l.f. Beauty and Roblox partnership saying, “E.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform. We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D and social.”