This is to, and I quote: “Help foster a judgment-free community that is supportive and accepting of tweens during some of the most transformative years of their lives.” All we got in my day was a hand-me-down Gillette razor and a box of Oxy pads. They’ve now launched their own range of “size-inclusive and gender-free products” such as sweats, swimwear, bras, undies and body care, aimed at tweens, all under the Happy Nation brand. Photograph: Robloxīefore you call the police or lose it on Mumsnet, there is a valid reason that Victoria’s Secret – you know, the frilly underwear people – have entered a metaverse aimed at kids. View image in fullscreen Closed shop … Victoria’s Secret Happy Nation. Who wouldn’t want to virtually recreate the thrills and spills of checking in to a budget airline flight, or learn how frozen chips are made? We trawled our way through the worst Roblox corporate tie-ins and an unofficial Ryanair world, so you don’t have to. But none of that has stopped corporations getting involved with their own branded Roblox worlds.

It has had its success stories, turning the occasional teenager into a millionaire from their bedroom, but it also has a dark side, with children running up bills in the thousands buying pixelated meta-tat and, worse, receiving allegations of games being used for grooming. Roblox now houses more than 50m games that can be played on your phone, computer or games console, and 19% of all children in the UK are said to play it. Then, they can upload and potentially monetise them. Instead of creating worlds, people – mostly children – create complete games. If you haven’t heard of Roblox, it’s basically a more rubbish version of Minecraft.

Now you’ve got to advertise in online video games, such as Roblox.

Gone are the days where a billboard at the side of the road and an expensive TV advert during the X Factor were enough to get your product noticed.

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