DKNY latest to arrive on Roblox

Fashion icon DKNY is the latest brand to join the immersive virtual universe of Roblox

The brand has teamed up with in-game retailer Dubit to introduce its new ‘Heart of New York’ collection on the platform.

The partnership means the collection will be available for purchase within select Dubit retail locations across Roblox and will reach an estimated 20 million players across multiple Roblox games.

“We’re honoured to take DKNY into Roblox, creating an exclusive range for their Heart of New York launch,” said Andrew Douthwaite, CCO at Dubit. “This initiative underscores the potential of virtual merchandise as a genuine and engaging way for brands to resonate with the digitally native audience."