Charli and Dixie D’Amelio are playing dress up with their childhood toys in Roblox

The D’Amelio sisters are making their next move in the world of Roblox. Alongside their partners at Invisible Universe, TikTok stars Charli and Dixie D’Amelio are launching a Roblox experience called Dress Up BFF.

The game’s official description characterizes it as “a softer, funnier, and less serious take on the wildly popular dress-up game genre.” The characters featured in the Roblox world come from Charli and Dixie’s Squeaky & Roy animated franchise, which is inspired by the sisterly duo’s favorite childhood toys. After working with Invisible Universe to launch the Squeaky & Roy brand in 2021, Charli and Dixie (who rank second and 27th, respectively, on the list of the most-followed TikTokers) are bringing their keepsakes to new platforms like Roblox.

With Dress Up BFF, the D’Amelios are joining a growing list of creators who have engaged with fans through Roblox and Fortnite worlds. Some experience designers, like Andre “Typical Gamer” Rebelo, have found so much success that their metaverse pursuits now rival their work on platforms like YouTube.

Roblox’s payouts to experience designers have started to stretch into ten-digit territory, so creator activity in that area makes financial sense — especially for savvy brand-builders like the D’Amelios. Along with parents Marc and Heidi, Charli and Dixie have set up D’Amelio Brands

to break into fields like footwear. Meanwhile, the family’s other pursuits have included a $20 million talent management play and, for Charli, roles on Broadway and Dancing with the Stars.

The sisters’ Roblox venture, however, requires special care. Dress Up BFF is debuting amid a period of fierce scrutiny for Roblox. Some brand partners have expressed concern about the safety of Roblox’s Gen Alpha users, who are sometimes victimized by predators. The company’s harsh treatment of the Chris Hansen-esque figure Schlep has raised eyebrows as well.

Amid that turmoil, the D’Amelios are playing it safe with a squeaky clean (or should I say Roy clean?) bit of family-friendly fun. By working with a trusted partner like Invisible Universe — which has touted deals with tastemakers like Charli and Dixie as it builds “the Pixar of the internet” — the D’Amelios will ensure that Dress Up BFF connects with its target audience. If you want to see what those collaborators came up with, you can check out Dress Up BFF‘s Roblox homepage.