Marketing to children in the metaverse

Navigating the New Frontier: Brands, Kids and Marketing in the Metaverse

Nina Jane Patel
5 min readMar 8, 2024

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In the bustling metaverse, where digital universes like Roblox are reshaping brand engagement, we’re witnessing a remarkable shift. This GEEIQ report highlights this evolution, showing that by the end of 2023, over 700 brands had launched more than 1000 activations, with Roblox leading the charge. Among these, Paris Hilton’s Slivingland stands out. Since its launch in August 2023, Slivingland has captivated over 3.4 million visitors, surpassing the earlier Paris World. This remarkable feat is underscored by the $60 million in earned media ad equivalency it generated, accounting for a significant 2.6% of Roblox’s total earned media for the year​​.

But what does this mean for parents navigating this new digital terrain? The answer lies in understanding the profound impact and influence these virtual experiences have, especially on younger audiences. Paris Hilton’s Slivingland is more than just a flashy virtual destination; it’s a microcosm of the metaverse’s growing appeal. A single TikTok by Paris promoting Slivingland garnered over 8 million views, demonstrating the power of social media in amplifying virtual experiences. The sale of nearly half a million emotes within two months, driven by a viral dance trend, further illustrates the immense engagement these platforms can foster​​.

For parents, this evolving digital landscape requires a keen understanding of how brands like Disney, with their $1.5 billion investment in the maker of Fortnite, are shaping user experiences and interactions in these spaces. This knowledge is vital in guiding children through these realms responsibly, balancing the enjoyment of innovative experiences with awareness of their implications. It’s not just about keeping up with the latest virtual trend; it’s about comprehensively understanding the dynamics at play.

The VIRRAC project, focusing on child safety in the metaverse, emphasizes the critical role of parents in this equation. With brands increasingly targeting younger demographics, it’s crucial for parents to be aware of the marketing strategies employed in these digital realms and their potential impact on children. This awareness will empower parents to make informed decisions about their children’s engagement in these virtual worlds, ensuring their experiences are safe, enriching, and aligned with their best interests.

As the metaverse continues to grow and evolve, with influencers like Paris Hilton leading the way, parents must stay informed and proactive. By understanding the intricacies of brand engagement in these spaces, they can guide their children through the digital landscape with confidence, ensuring their journey in the metaverse is as safe as it is exciting.The metaverse, a realm of boundless digital possibilities, is undergoing a transformative phase, characterized by brands like Paris Hilton’s Slivingland in Roblox, driving forward innovative and immersive user experiences. As of 2023, industries such as beauty are rapidly capitalizing on this digital wave, with Roblox becoming a key player due to its vast user base of 67.3 million daily active users and around 214 million monthly active users.

This shift is more than a mere trend; it’s an evolution of consumer engagement, particularly with the younger generations, such as Gen Z and Gen Alpha. In fact, nearly half of the daily communicators on Roblox are Gen Z, embodying the new wave of digital natives​​. For instance, the Slivingland experience by Paris Hilton has marked a notable milestone in this new era, drawing in over 3.4 million visitors and generating $60M in earned media ad equivalency​​.

As brands like L’Oréal and Charlotte Tilbury pave their way into the virtual world, creating interactive and immersive experiences, the need for thoughtful engagement and safety within these spaces becomes crucial. The potential risks are manifold, especially for younger users, whose cognitive and emotional development could be impacted by the immersive nature of these platforms.

Despite these risks, the allure of the Metaverse is undeniable. Brands are not just offering products; they are crafting entire digital realms that amplify their storytelling and audience engagement. In Roblox, beauty activations allow users to express themselves virtually, as seen with Givenchy’s Beauty House and Nars Color Quest. These spaces offer innovative, immersive experiences that resonate with the platform’s audience.

So here we are, navigating a digital landscape that’s evolving faster than our ability to fully grasp its implications. We’re at a juncture where Paris Hilton’s Slivingland in Roblox isn’t just a glitzy corner of the internet; it’s a signpost to the future of engagement for Gen Z and Gen Alpha, a world where beauty brands like L’Oréal and Charlotte Tilbury are transforming virtual spaces into realms of exploration and expression.

Yet, as we marvel at these virtual wonders, a critical concern lurks beneath the surface — the safety of our youngest explorers in this vast digital cosmos. The allure of these online worlds is undeniable, but it comes intertwined with risks, particularly for the vulnerable minds of children as young as two who are already stepping into digital realms​​. The Metaverse, for all its potential to connect and educate, also exposes these young minds to risks and harms, challenging us to adapt and respond tactfully to ensure their safety​​.

And while regulatory frameworks like the Online Safety Act (OSA) strive to keep pace, they’re still catching up to the unique challenges posed by virtual reality and AI. It’s not just about setting rules; it’s about crafting an ecosystem where safety is embedded in its very design, urging tech giants to shoulder the responsibility of protecting our digital offspring​​.

As we embrace this new digital era, we must ask ourselves: Are we prepared to ensure that these fantastical realms are safe for our children? The answer must be a resounding yes. We can’t allow the dazzle of digital innovation to blind us to the responsibilities we bear. Our task is to mold these virtual worlds not just into playgrounds of endless possibilities but into havens where creativity, exploration, and learning coexist with safety, privacy, and well-being. This is our charge, our mission, as we chart this unexplored territory — ensuring that as we reach for the stars in the Metaverse, we keep our feet firmly grounded in the values that define our humanity.

Driven by the values of innovation, agency, and empowerment,

I strive to pioneer positive change in the ever-evolving landscape of emerging technologies.

Learn more about Nina Jane Patel

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Nina Jane Patel
Nina Jane Patel

Written by Nina Jane Patel

Driven by the values of innovation, agency, and empowerment, I strive to pioneer positive change in the ever-evolving landscape of emerging technologies.