Observed Signal · Oct 4, 2024 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Heidi Klum's Halloween Party on Roblox
Heidi Klum partnered with Supersocial to launch the Modelverse on Roblox, a dedicated virtual world enabling users to attend Klum’s Halloween Party and other events. The immersive experience lets avatars wear wearables, walk a virtual runway, and be judged by Heidi and the Roblox community. In addition to the Halloween Party, the Modelverse will host exclusive awards and high-fashion events, beginning with a Halloween runway and a digital collection of avatar looks including Klum’s iconic costumes. Klum emphasizes user freedom to appear as their Roblox avatar or to create whimsical outfits. The collaboration signals marketing potential on Roblox, with a Shopify partnership planned for next year to sell physical products within the platform. Todd Lichten, Head of Entertainment Partnerships, underscores the adage “Brands go where the audience is!” highlighting Roblox’s growing appeal for brand activations.
Shows brand activations and commerce potential on Roblox via a cross-platform partnership.
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Key Takeaways & Evidence Grounding
- Heidi Klum partnered with Supersocial to launch the Modelverse on Roblox.
- The Modelverse enables virtual attendance of Heidi Klum's Halloween Party and other events with avatar wearables.
- A virtual runway experience exists with a jury comprising Heidi and the Roblox community.
- A Shopify collaboration will enable physical product sales on Roblox starting next year.
- Todd Lichten, Head of Entertainment Partnerships, stated 'Brands go where the audience is!' to emphasize Roblox's marketing potential.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Heidi Klum on OMR Podcast: Career, Deals, Roblox Loss
Heidi Klum sat down with OMR founder Philipp Westermeyer for an OMR Podcast episode published on 2026-06-03. In the interview she walks through her path from model to media entrepreneur, recounting how an appearance with Thomas Gottschalk funded her first apartment, how two early jobs helped her US breakthrough, and how she negotiated name credit and editorial control on Germany’s Next Topmodel. Klum also disclosed losing roughly one million dollars on an ambitious Roblox project. The episode was recorded at the Fairmont Hotel Vier Jahreszeiten after the OMR Festival and is distributed via Podigee’s podcast player.
Participation Era: Brands as Experience Enablers on Roblox
In a column for Horizont, Kathrin Franssen, CEO of Intermate, argues that marketers must adapt to a new media reality where younger audiences (NextGen) prefer active participation over passive consumption. She highlights successful brand activations on platforms like Roblox and Snapchat, including Nike's 'Nikeland', Gucci's virtual experiences, and Hershey's campaigns, which transform brands into 'experience enablers'. The shift requires brands to create interactive, immersive environments that foster co-creation and community, rather than traditional one-way advertising. The article emphasizes the strategic importance of gamified and social platforms in brand marketing.
s.Oliver Uses AI Face Swap to Reunite Heidi Klum with Her Younger Self
s.Oliver, a German fashion brand, has launched its 'Casual since Forever' campaign featuring Heidi Klum, who encounters a de-aged, AI-generated clone of herself in a series of TV spots. The campaign, created by Jung von Matt Beauty Collective and Tempomedia, uses AI face swap technology to depict a young Klum from her early days, meeting the global star she is today. The ads highlight the brand's heritage and its casual positioning, with both Klums wearing s.Oliver clothing from their respective eras. The campaign is part of a two-year partnership announced in spring and is being rolled out internationally, exclusively through digital channels, including digital video, digital out-of-home, print ads, and social media, with significant in-store presence. The collaboration with Jung von Matt is project-based, not a full agency relationship.
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