H&M has created a temporary game in the metaverse to coincide with a Stranger Things themed collection.

The experience builds on the Loooptopia experience in Roblox which the retailer launched in January. The immersive 3D experience includes mini games, events and alternate worlds. H&M said the game, which connects users on the Roblox platform, will allow users to “experiment with their digital identity”.

For the new collection, H&M has created the Surfer Boy Pizza Delivery Game inside Loooptopia, which launches on 25 May. Users will be able to play the game, which is inspired by a scene from Stranger Things, with clothing as rewards.

On completion of the game, users will unlock a trailer of what will be in the H&M Loooptopia experience in autumn.

"Our launch in the metaverse earlier this year is continuing to allow us to explore exciting ways to engage with our current and new customers, like our new Stranger Things x H&M Pop-Up Event in H&M Loooptopia on Roblox," said Linda Li, Head of Customer Activation & Marketing, H&M Americas.

She added: "Bringing one of the most popular shows on Netflix into our digital H&M Loooptopia world through the Surfer Boy Pizza Delivery Game perfectly aligns with our ambition to provide fun and stylish content for all.”

The move comes after Burberry recently partnered with Roblox for a virtual handbag collection and Forever 21 set up a virtual shop on the platform.

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