#56: Classic Brands Embrace New Tech

In This Article

Around the Block…

• Blockchain / NFTs: Lamborghini

• AR / VR / Visual: Bershka, Oakley

• Gaming / Metaverse: Disney, NASCAR, Tetris

Chain Reactions!

• Classic Toys, New Tactics

Around the Block…

Blockchain / NFTs

• Lamborghini: Expands Web3 Racing with ‘Fast ForWorld‘ Game

  • Building on its August partnership announcement with Animoca Brands, Lamborghini has revealed further details about its ‘Fast ForWorld‘ Web3 racing game. This collaboration with Animoca’s Motorverse and Gravitaslabs marks Lamborghini’s first interoperable blockchain-based gaming venture, where players can buy, drive, and trade digital versions of the brand’s iconic supercars. Set to launch on November 7, ‘Fast ForWorld’ will be a hub for Lamborghini’s digital engagement, where items will be interoperable across existing Motorverse gaming titles. The platform will offer users exclusive rewards and collectible items.

  • Source: Lamborghini Fast ForWorld / VentureBeat

AR / VR / Visual

• Bershka: Launches AR Try-On Windrow Display at Madrid Flagship

  • Bershka has launched an AR Showcase featuring two AR mirrors at its Madrid flagship store. Shoppers can use these mirrors to virtually try on items from the ‘GEN’ collection without entering the store. This activation, developed in collaboration with FFFACE.ME, recorded over 10,000 unique interactions during the first weekend, helping attract potential customers and increase foot traffic.

  • Source: LinkedIn (Dmytro Kornilov)

• Bershka: Releases AR Enhanced T-Shirt with Help From FFFACE.ME

  • Bershka released the "Cyber Toy" semi-digital tee as part of its ongoing collaboration with FFFACE.ME. This item was part of the 'Wearable Art' drop in late September, which could be purchased on Bershka’s website while supplies lasted. The semi-digital tee integrates AR elements, where users can scan a QR code or NFC chip on the garment to activate Instagram filters, adding a digital layer to the physical item.

  • Source: Metaverse Fashion Counsel / Instagram (FFFACE.ME)

• Oakley: Showcases ‘PRIZM’ Lens Technology Through Immersive Game

  • Oakley recently showcased its ‘SEE IT IN PRIZM’ experience at both its London flagship store in Covent Garden and their Shibuya store in Japan. Using interactive screens, visitors could select from snowboarding, trail biking, or road racing scenarios, each paired with IRL PRIZM lenses. Customers then navigated a motion graphics-enhanced obstacle course displayed across three large screens, allowing them to experience Oakley’s PRIZM lens technology in real-time. The activation highlighted how the lenses enhance contrast and detail, offering a highly engaging and immersive way to demonstrate Oakley’s lens innovation.

  • Source: LinkedIn (OMM)

Gaming / Metaverse

• Disney: Unveils New Details on Fortnite Partnership with Epic Games

  • Disney and Epic Games have shared new insights into their previously announced “persistent universe,” which will integrate characters from Disney, Pixar, Marvel, and Star Wars into a connected digital space tied to Fortnite. While the collaboration was first revealed earlier this year, new details explain how players will be able to move between Fortnite and Disney-themed experiences seamlessly, keeping their outfits and other in-game items across both worlds. Although not every Disney character will fit into Fortnite’s action scenarios, the partnership promises a more immersive experience that stays true to each brand. This update follows Disney’s $1.5 billion investment in Epic to bring this project to life.

  • Source: The Verge / Disney

• NASCAR: Launches 'Talladega Time Warp' Map in Fortnite

  • NASCAR has introduced the "Talladega Time Warp" map in Fortnite’s Rocket Racing mode, continuing its series of track releases in collaboration with UK-based metaverse studio Karta. Following earlier maps for the Chicago Street Course and Daytona, this new addition takes players through five laps representing different eras of the Talladega Superspeedway’s history, from the early 1800s to the present.

  • Source: Fortnite (Talladega Time Warp) / Newsweek

• Tetris: Celebrates 40 Years with $10k Fortnite Tournament

  • To celebrate its 40th anniversary, Tetris teamed up with Fortnite for a special crossover event featuring a custom Tetris-themed map. Developed by playSTUDIOS Inc. and designed by Dylan “Dilly” Johnson, the Color Climb! map challenged players to race up parkour-style platforms made of iconic Tetris blocks. The event included four tournaments hosted by ThePeachCobbler on Twitch, where players competed for a share of a $10,000 prize pool. This unique collaboration, which ran from September 17 to October 4, 2024, showcased the growing convergence between classic and modern gaming audiences.

  • Source: Fortnite (Color Climb) / esports.gg

Chain Reactions!

Classic Toys, New Tactics

Classic toy and game brands are finding smart ways to stay relevant by embracing new digital platforms. As covered above, Tetris made its debut in Fortnite, while PAC-MAN joined Roblox this summer, offering a fresh take on familiar gameplay. LEGO’s recent partnership with Fortnite introduced an immersive game mode, expanding its reach to Fortnite’s millions of players. Hot Wheels is also tapping into digital trends with its NFT collections, rewarding collectors with exclusive physical cars.

Similarly, Barbie has emerged as one of the top experiences on Roblox, showing how these brands are adapting to new technology. By blending physical and digital experiences, they’re keeping their legacy alive while appealing to both long-time fans and new audiences.

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