![]() ![]() ![]() More than half of Gen Z expects to discover a brand for the first time in an immersive space,” Edelman says. “If you are an intellectual property owner and you want to connect to the younger generations - people really under 25 and particularly under 18 - that’s where they socialize, that’s where they learn. Roblox is the largest immersive gaming platform on the planet and businesses like Mattel, the NFL, Dave & Buster’s and Cirque du Soleil have all planted a flag there, as have fashion labels Vans, Ralph Lauren, Nike, Tommy Hilfiger, Givenchy and Gucci. The game has the blessing of writer-composer Lin-Manuel Miranda, whose blockbuster musical charts the rise and fall of statesman Alexander Hamilton and stresses his orphan, immigrant roots as well as his near-Greek tragedy of a fall. ![]() “The intent here was to create a fun experience for this community and by doing so, introduce them to ‘Hamilton’ if they don’t already know it, or to honor and inspire the passion that they have if they’re already fans,” says Edelman. ![]()
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