H&M Launches Exclusive 'Stranger Things' Summer Collection

After the successful introduction of the H&M Looptopia encounters on "Roblox" back in January, H&M has revealed another temporary adventure in the metaverse. This time, they will be showcasing an exclusive summer collection inspired by the popular series "Stranger Things," which will also be released in physical stores and online.

The summer collection, influenced by the world of "Stranger Things," presents a selection of relaxed and effortless separates perfect for the season. With retro prints drawing inspiration from the '80s and '90s, the collection includes graphic T-shirts, varsity-style jerseys, and ensembles inspired by surf culture. Consisting of 24 pieces, this capsule collection caters to kids aged 8-14 and will be conveniently available for purchase both in-store and online at H&M's website.

Linda Li, Head, Customer Activation and Marketing, H&M America said, “Our launch in the metaverse earlier this year is continuing to allow us to explore exciting ways to engage with our current and new customers, like our new ‘Stranger Things’ x H&M Pop-Up Event in H&M Loooptopia on ‘Roblox.’ Bringing one of the most-popular shows on Netflix into our digital H&M Loooptopia world through the ‘Surfer Boy Pizza Delivery Game’ perfectly aligns with our ambition to provide fun and stylish content for all.”

The “Surfer Boy Pizza Delivery Game” inside H&M Loooptopia launches May 25 and is inspired by the Surfer Boy Pizza restaurant in Season 4 of “Stranger Things.” In the main hub of Looop City, users can play a fast-paced Pizza Delivery game with “Stranger Things” clothing as a reward, featuring Argyle the Surfer Boy employee. After completing all the deliveries within the experience, they will unlock a special trailer of what will come later this fall within the H&M Loooptopia experience.  

The game includes multiple deliveries at each level and will continue to increase in difficulty. The first round of deliveries will be a small number, but with each new level, these increase along with less time to complete the mission. Later levels are in other biomes to encourage players to explore these spaces.

Launched in January, the H&M Loooptopia experience on “Roblox” is an immersive 3D experience filled with social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events, and more. It allows users to experiment with their digital identity and learn about fashion and circularity in a fun, creative and playful environment on the “Roblox” platform connecting millions of people through immersive shared experiences, all while encouraging creativity and self-expression.