Roblox has released the Ralph Lauren Winter Escape experience.

Roblox has released the Ralph Lauren Winter Escape experience.

To showcase its holiday fashion themes, Ralph Lauren will launch The Ralph Lauren Winter Escape on Roblox.

The holiday-themed experience will allow fashion fans to immerse themselves in the world of Ralph Lauren via Roblox's platform. Within the experience, an exclusive gender-neutral digital clothing collection with limited-edition items will be launched.

It's all part of Roblox's quest to become the metaverse, a universe of interconnected virtual worlds, as depicted in novels like Snow Crash and Ready Player One. Roblox has a good head start on its metaverse mission, with 47 million daily active users.

"Our participation in the metaverse is a natural extension of our lifestyle brand, which has always been about stepping into the worlds of Ralph Lauren," said Alice Delahunt, Ralph Lauren's chief digital and content officer, in a statement. "Our collaboration with Roblox builds on years of digital innovation and underscores our belief in the opportunity that virtual spaces and economies present—particularly for the next generation of consumers."

The Ralph Lauren Winter Escape experience, set against a snowy alpine landscape, provides engaging winter-themed activities for the global Roblox community to enjoy, such as ice skating with friends, warming up at the firepit with a customized hot chocolate from the Ralph's Coffee Truck, toasting marshmallows, and a holiday treasure hunt to unlock exclusive accessories.

A holiday tree in the center of the world is decorated by the community to activate new rewards and additions to the world.

"This heartwarming holiday experience instantly transports you into an alpine village where you can explore and enjoy the world of Ralph Lauren with your friends," said Christina Wootton, Roblox's vice president of global brand partnerships. "Our community developers have created a one-of-a-kind experience with custom textures for a realistic winter nature backdrop where anyone can try exclusive fashion items and even influence the appearance of this environment based on their participation and daily voting results." This is the type of innovation and co-creation that the Roblox platform and technology enable, allowing brands to build high-quality, authentic, and native connections with brand loyalists and new customers worldwide."

The Ralph Lauren Digital Collection, which is only available on Roblox, allows users to customize their avatars with iconic styles that they can try on and purchase within the experience at the Polo Shops. The exclusive digital collection, inspired by Ralph Lauren's Polo Sport line from the 1990s, features eight distinct winter sportswear looks from the Polo Sport, Stadium, and Snow Beach archives as well as current seasons — done in bold colors with sporty graphics.

New looks, limited edition accessories, and surprise and delight bonus items will be released on a weekly basis, with release dates announced via Ralph Lauren's social media accounts.

The experience was created in collaboration with Funomena, a creative game design and development studio that brings unique and innovative experiences to life on the platform.

Ralph Lauren's track record in digital innovation and storytelling will be leveraged in this collaboration. Ralph Lauren is pushing the boundaries of what it means to express your personal style through fashion, from pioneering one of the first brand e-commerce sites more than 25 years ago to more recently delivering immersive virtual experiences using augmented reality and launching unique digital products. The Ralph Lauren Winter Escape will be available exclusively on Roblox beginning December 8 and will run until January 3.