Tommy Hilfiger is launching a virtually replicated version of its fall 2020 collection within Animal Crossing: New Horizons, allowing players of the popular video game to update their characters’ wardrobe and physically purchase seasonal styles using in-game codes for a limited time.
The virtual fall 2020 Tommy Hilfiger collection can be found in a one-of-a-kind, in-game brand destination called ‘Tommy Forest,’ which is available to download for free in Animal Crossing: New Horizons from December 27–29, 2020.
Players will be invited to visit the snow-covered ‘Tommy Forest’ for a virtual party hosted by an avatar of Mr. Tommy Hilfiger, wearing a three-piece suit, bow tie, and pocket square. At the event, users can participate in winter activities, shop at an indoor Tommy Hilfiger boutique, and plant trees. Building on the brand’s sustainability mission to Waste Nothing and Welcome All, the brand will plant a tree in the real-life, Eco-Age global forest for every virtual tree planted in the ‘Tommy Forest.’ Players can learn more about the real tree planted on their behalf by contacting EAGlobalForest@eco-age.com.
“Working with Animal Crossing gives us a very clear-cut test in the video game world,” said Tommy Hilfiger. “We have great plans to move forward in the gaming arena in brand new ways as it continues to keep our brand relevant and eternally youthful. This is just the beginning of the digital and virtual world blending with fashion and entertainment. We pride ourselves on being ahead of this curve and being in touch with our consumers. Our entry into ‘See Now, Buy Now’ was the first step in breaking into this territory; stay tuned for the next chapter and evolution.”
Since its launch during the global pandemic, Animal Crossing: New Horizons has achieved a huge player base, as the video game offers peaceful escapism, stress relief, and creative outlets from the comfort of home.
Tommy Hilfiger was the first brand to create its own dedicated, in-game space, where more than 40 million users can explore the brand’s latest collections. The fall 2020 collection will be updated to spring 2021 as the game progresses into spring and summer, allowing users to continue updating their wardrobes seasonally.
‘Tommy Forest’ marks the latest step in the brand’s commitment to continuously innovate deeply immersive, shoppable, digital experiences for the next generation of consumers. In 2016, Tommy Hilfiger was one of the first brands to live-stream its TommyNow runway experience with “See Now, Buy Now” shoppability. Since then, the brand has experimented with an Artificial Intelligence-powered e-commerce chatbot for Facebook Messenger, released gamified Virtual Reality worlds, live-streamed shopping events on tommy.com, partnered with social media avatars like Lil Miquela, and more.
To access “Tommy Island” in Animal Crossing, use code: DA-2016-2524-0568.