TBA Group announces exclusive partnership with metaverse specialist Virtual Brand Group

Experiential events expert TBA Group has announced its partnership with global metaverse specialist Virtual Brand Group (VBG) to launch brands, leagues, entertainment IP and personalities in the metaverse.

Focused on establishing connections between iconic brands such as Formula 1, Take That and Doc Martens to their fans and customers, TBA Group consists of TBA plc, Top Banana, Velocity, VHE, Zest, LGA, and Optimum. The differentiated group of creative agencies aims to deliver outstanding experiential events using creativity, insight-led ideas and technology, and proved its ability throughout the pandemic, leveraging the opportunity of virtual events.

Guy Horner, CEO of TBA Group, says: “Brands  are racing to figure out their virtual strategy and navigate the vast and unpredictable metaverse technologies, communities and revenue opportunities that are rapidly evolving. The partnership with VBG will enable TBA Group to push the boundaries of creativity with full-service offering for brands to capitalise on this once in a generation growth opportunity.”

VBG transforms brands by building and operating their metaverse business and communities across billions of consumers and all web 3.0 technologies, from social gaming to blockchain to NFTs and beyond.

Most recently, VBG successfully built and launched global fashion brand Forever 21’s immersive Roblox experience and avatar merchandise programme, partnering with over 30 of the world’s top digital designers. Roblox has over 202 million players per month and over 50 million per day. In addition, VBG pioneered “Infinite Loop Marketing”, which connects virtual commerce to e-commerce.

The two companies will collaborate on placing TBA’s clients across music, sports and entertainment brands into the metaverse. The partnership aims to offer the world’s first end-to-end “phygital” (physical to digital) experiential platform that delivers a seamless journey for consumers and brands that happen simultaneously in both worlds.

“We are always seeking innovative ways to enhance the experiences that we create for our clients and their customers,” says Guy Horner. “Due to the impacts of Covid, interaction in the virtual world has accelerated, offering brands the opportunity to co-exist, and co-create, in the virtual and physical world. It unlocks the opportunity for consumers to interact with products and experiences in a creative way that does not exist in a physical world.

“We are very excited about this opportunity with VBG and are already working with clients to put them in the metaverse, creating more immersive engaging experiences with greater scale and reach.”

Justin Hochberg, VBG’s CEO, adds: “No matter what type of brand, no matter what sector, all consumer-facing brands need to seize this opportunity to experience first-hand the biggest shift in a generation to leapfrog their competitors. Put another way, ‘47% of Gen Z say they’ll discover brands through the metaverse’. TBA and VBG have the tools to make that happen.”

The partnership will launch with TBA and VBG co-hosting an exclusive event for select brand clients featuring industry luminaries, set to take place next month.

David Coulthard, Co-Founder of Velocity, part of TBA Group, says: “Our business is about creating experiences for our partners and it’s a logical next step for us to put brands into the metaverse. There is huge appetite right now to exploit metaverse opportunities as it expands the audience as well as extending the experience beyond a physical event.”

Forever 21 teams with Virtual Brand Group for Roblox experiences

Virtual Brand Group, a metaverse creation company which accelerates global brands into the metaverse, and iconic fashion brand Forever 21, owned by Authentic Brands Group, today announced an exclusive partnership to build a fashion retail experience on Roblox, the global online platform for shared experiences connecting tens of millions of people every day.

The all-new experience, Forever 21 Shop City, is designed to allow Roblox users, fashion influencers and creative world builders to own and manage their personal store.

Users will be able to buy and sell Forever 21 merchandise, including accessories and clothing, hire non-player characters (NPCs) as employees and express themselves by customising every aspect of their own store as they try to become the ‘top shop’ in the experience.

Forever 21 Shop City is a community-first game launching in collaboration with some of Roblox’s most “fashion fabulous” user generated content creators and Roblox influencers. Sam Jordan @Builder_Boy curated the Forever21 Shop City fashion line in partnership with @Beeism, @OceanOrbsRBX, and @JazzyX3 who have all created exclusive items for Forever 21 Shop City and collectively had millions of item sales on the platform.

In addition, Forever 21 Shop City will feature personally designed stores by influencers such as KrystinPlays, Shaylo, and the Sopo Squad.

“The metaverse is the most transformative innovation since the creation of the internet,” says Justin Hochberg, VBG’s CEO. “Roblox is one of the platforms creating the biggest business opportunities for brands with more than 50 million daily active users who socialise and live digital lives for hours every day, just like my son, daughter and all their friends do.

“Our collaboration with Forever 21 marks not just one of the biggest metaverse launches this year, but also one that uniquely combines the physical and virtual worlds by delivering IRL content from Forever 21 in-game and finding ways for Roblox UGC creations to exist in real life.”

Katrina Glusac, Chief Merchandising Officer at Forever 21, says: “With Forever 21 Shop City, our goal is to expand how we engage with customers, extending our presence and product in new ways. We’re excited to provide a new space on Roblox where our fans can connect with their community and bring their own vision of Forever 21 to life.”

Every 21st of each month, Forever 21 Shop City will have “Forever 21 Day”, integrating new themed content and activities. December 21st will mark the first-ever Forever 21 Day and will commence with a holiday-themed update.