MeganPlays goes from ‘Roblox’ to Claire’s with new collection

MeganPlays has a gift for her fans this holiday season. The creator known for telling stories in the Roblox universe has teamed up with Claire’s for a 23-piece collection that will be available across the retailer’s 2,300 stores.

The collection, which merges real-world goods with metaverse-inspired designs, is described as “phygital.” Claire’s shoppers can peruse accessories, beauty products, and toys that feature the pink-forward color palette of Megan’s virtual worlds. Some products take direct inspiration from characters in ShimmerVille, which serves as the home base of Megan’s Roblox operations. The line’s plushies, for example, resemble pets who hang out with Megan in ShimmerVille.

In a video on her YouTube channel, Megan introduced her new product line to her 3.5 million subscribers. She described the collection as “my baby for the last year-and-a-half,” and she took a trip to her local Claire’s to check it out.

Semaphore Premier Licensing brokered the deal between MeganPlays and Claire’s. “Growing up, shopping at Claire’s was always so fun and joyful, which is why I was excited at the opportunity to collaborate with the brand on a collection that will give a new generation of shoppers the opportunity to have the same, amazing experience with the brand that I did,” Megan said in a statement

. “I am so proud of every piece that we have created together and hope that the collection inspires young people to express themselves!”

By referencing a childhood spent at stores like Claire’s, Megan is reaching out to her teen and tween fans, who may enjoy their own trips to the mall. The collection targets a segment described as “Generation Zalpha” — the indefinite midpoint between Gen Z and Generation Alpha.

Those youngsters can put the MeganPlays collection on their wishlists this holiday season. The prices for the line range between $9.99 and $19.99.