Claire’s launched ShimmerVille, an immersive Roblox world built with Wonder Works Studio, designed for Gen Zalpha to explore, play, and express themselves.

The digital franchise featured six destinations including Central Park, C-Style Mall, and The Galleria. Players could earn currency through jobs and mini-games, then unlock avatar items, pets, homes, vehicles, and events.

ShimmerVille connected seamlessly to the real world with virtual items inspired by Claire’s products, loyalty tie-ins, and limited-edition wearables. As both a game and an IP platform, it expanded Claire’s beyond retail and established the brand as a cultural player in the metaverse.