The first-of-its-kind brand crossover campaign brings Moose Toy’s XOX Kweenie collectible line to e.l.f. Up! and the Bayside High School Roblox game.
Moose Toys and e.l.f. Cosmetics have teamed up to launch a first-of-its-kind Roblox campaign featuring the new XOX Kweenie pop art collectibles. The collectible figures will make their Roblox premiere across both e.l.f.’s existing game, e.l.f. Up!, and the popular native Roblox game, Bayside High School.
Developed by leading metaverse media company Gamefam, this crossover debuted on Saturday 2nd November 2024 and is designed to inspire fans to unleash the power of self-expression and embody the fearless, quirky spirit of Kweenies. Connected by a common ethos of fearless authenticity, both brands hope to surprise and delight their communities within Roblox.
According to Roblox’s most recent self-expression report, a large majority of Gen Z survey respondents (88%) think “expressing themselves in immersive spaces has likely helped them comfortably express themselves in the physical world, allowing for true self-expression and to build connections with others, boosting confidence and bettering mental health in other ways.” Additionally, 40% of Gen Z say “they find it easier to present their authentic selves in the metaverse than in the physical world.”
Gamefam has crafted an immersive debut experience for XOX Kweenies, featuring four interactive quests that challenge participants to collect e.l.f.-branded makeup items, express their creativity through painting, attend virtual high school classes and more. The items collected in the quest allow for unique customisation and player personalisation within the game.
With over 445m visits across both e.l.f. Up! and Bayside High School, the integration will connect fans in a way authentic to them in the digital spaces they frequent daily.
“Moose Toys, e.l.f. Cosmetics and Gamefam are breaking new ground by bringing pop art-inspired collectibles together with beauty on Roblox, ahead of the critical holiday season,” said Ricardo Briceno, chief business officer of Gamefam. “Roblox is where the new era of play is being forged, and where beauty and self-expression are being reimagined. Our cross-game campaign will deliver massive scale and reach, delighting millions of players where they hang out.”
“Gaming has been and continues to be an incredible way to authentically and directly connect with our community of passionate gamers by meeting them exactly where they are,” said Patrick O’Keefe, chief integrated Marketing officer of e.l.f. Beauty. “Working with Moose Toys and Gamefam has created a connection between beauty and play that will surprise and delight.”
“Gamefam created an incredible opportunity to expand our audience with e.l.f Cosmetics, a like-minded brand that focuses on disruptive marketing and self-expression that’s a perfect match for Kweenies” said Liz Grampp, vice president, global Marketing communications, Moose Toys.
This Kweenies integration marks the latest in Gamefam’s ongoing and successful partnership with Moose Toys. The companies have previously collaborated to bring the beloved Heroes of Goo Jit Zu and Magic Mixies toy lines to several of Gamefam’s existing Roblox games, resulting in tens of millions of visits to date. This marks Gamefam’s first collaboration with e.l.f. Cosmetics, whose e.l.f. Up! experience continues to be the most liked brand experience on the platform according to Roblox.
The activation within Bayside High School and e.l.f. Up! is available to play for free on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets.
