Gamefam Unites Moose Toys and e.l.f. Cosmetics for First-Of-Its-Kind Brand Crossover Campaign
The unique cross-game takeover brings XOX Kweenie collectible line to e.l.f. UP!
LOS ANGELES, November 1, 2024 – 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 always been a powerful way to authentically engage with our passionate community, meeting them where they are,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. “Roblox, with its emphasis on self-expression and creativity, offers the perfect platform to bring our bold, inclusive products to life through immersive experiences. Collaborating with Moose Toys and Gamefam has allowed us to bridge beauty and play in a way that surprises and delights!"
“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.
The activation within Bayside High School and e.l.f. UP! is available to play for free on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets.
About Gamefam
Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 30 billion lifetime visits and 37 million average daily visits across its 30+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.
About Moose Toys
Moose Toys exists to make kids superhappy. For this revolutionary brand happiness lies at the heart of everything we do. With trailblazing toy design, development and manufacturing, no wonder our toys consistently scoop the most longed-for awards. Sprinkling some Moose magic across categories including action figures, collectibles, craft, dolls, games, plush, preschool, vehicles and youth electronics, we've earned our stripes as one of the most creative companies in the industry. As an energetic bunch, we're always on the move, developing groundbreaking content, entertainment and worldwide licensing deals to boot.
This family-run business is proudly built on unshakeable ethical foundations. Our passion for making kids superhappy stretches far beyond our WOW-worthy toys. The Moose Happy Kids Foundation creates moments of happiness and laughter for the children around the world who need it most. We've had a BIG impact on little people, making 3.5 million kids smile so far… and counting.
Australia might be our Moose family home, but with a strong team of 700 dotted across the world, we're committed to sharing our signature superhappy revolution far and wide!
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean, vegan, double cruelty free certified with Leaping Bunny and PETA, and Fair Trade CertifiedTM. Learn more at www.elfcosmetics.com.
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Media Contact:
Kenny Mintz
Gamefam
