Dear Evan Hansen, the Tony, Grammy, Olivier-Award winning Broadway musical, is partnering with leading digital fashion brand Blueberry Entertainment to launch an innovative metaverse fundraising event this month.
Commencing on May 13, Blueberry will release digital versions of the musical’s iconic blue striped polo on Roblox, a leading global metaverse platform with approximately 55 million daily users. All proceeds from the sale are set to go to the Child Mind Institute in honour of Mental Health Awareness Month.
This innovative partnership points to the rising popularity of digital fashion, which is already a huge business generating billions of dollars in sales each year.
“Everyone at Dear Evan Hansen is very proud that Evan’s blue-striped polo has become a recognisable symbol of the search for connection,” commented Dear Evan Hansen producer Stacey Mindich.
“For several years, we have sold a replica of the onstage polo, with a percentage of profits going to our mental health not-for-profit partners. Now, we are excited to offer this polo to multiple metaverse communities, as the first Broadway show to partner with a digital fashion company, bringing live theatre to a whole new audience, while also continuing our focus on philanthropy and mental health wellness.”