Moose Toys + e.l.f. Launch Roblox Campaign

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 is set to debut on Saturday, November 2, 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. As players complete the quest, they will interact with the XOX Kweens themselves as NPCs– including the Kween of Suga, Kween of Plushies, Kween of High School, and Kween of Spicy. Players will unlock in-game Kweenies-themed outfits, pets and backpacks, and special UGC items that will stay with them across all their Roblox adventures. The items collected in the quest allow for unique customization and player personalization within the game. 

e.l.f. has a focus on the world of gaming, empowering its community with experiences that align with their mission of bold disruption with a kind heart. With over 445 million 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. “Roblox thrives on self-expression and creativity, making it the perfect stage to bring our bold, inclusive and expressive products to life and put an experience behind them. 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. 

With over 30 games in its owned and operated network, Gamefam has further cemented what’s become the #1 portfolio in metaverse gaming, with over 37 million average daily visits, 2.6 million average daily hours of gameplay and 30 billion visits to date.