Burberry enters the blockchain in tie-up with Roblox-style online game

BURBERRY is swapping the catwalk for the baffling world of the blockchain to sell a new collection of digital creations in a tie-up with multi-player online game Blankos Block Party.

The 165-year-old fashion seller — better known for its trenchcoats and handbags — said the partnership with Mythical Games would enable a new generation of gamers to interact with its brand in an environment that celebrates “art, design and exploration”.

Players will buy a non-fungible token — an unique code which verifies ownership — to explore the cartoon-style world, a cross between Fortnite and Roblox, through the eyes of a shark-inspired character Sharky B, created by Burberry’s designers.

It can be kitted out with accessories including a jetpack, armbands and pool shoes all bought via Mythical’s blockchain marketplace.

Rod Manley of Burberry said: “Pushing boundaries through experimentation sits at the heart of what we do and we are continually looking to connect with our communities in the spaces they love.”

Nicole Yang of Mythical added: “We’re incredibly excited to bring the iconic TB monogram into the dynamic, unique world of Blankos, giving players a new way to interact with a beloved and forward-thinking brand.”

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