Moose Toys, e.l.f. Cosmetics and Gamefam team up for XOX Kweenie Roblox campaign

Moose Toys and e.l.f. Cosmetics have teamed up to launch a Roblox campaign centred around Moose’s XOX Kweenie collectibles.

The collectibles will appear across both e.l.f.’s existing game – e.l.f. UP! – and the popular native Roblox game, Bayside High School.

Developed by Gamefam, the crossover will launch on November 2nd. It will span four interactive quests that challenge participants to collect e.l.f.-branded makeup items, express their creativity through painting, attend virtual high school classes, and more.

As players complete the quest, they will interact with the XOX Kweens themselves as NPCs, including the Kween of Suga, Kween of Plushies, Kween of High School and Kween of Spicy.

Players can also unlock in-game Kweenies-themed outfits, pets and backpacks, and special UGC items.

“Moose Toys, e.l.f. Cosmetics and Gamefam are breaking new ground by bringing pop art-inspired collectibles together with beauty on Roblox, ahead of the critical holiday season,” said Ricardo Briceno, Chief Business Officer of Gamefam.

“Roblox is where the new era of play is being forged, and where beauty and self-expression are being reimagined. Our cross-game campaign will deliver massive scale and reach, delighting millions of players where they hang out.”

Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, added: “Gaming has been and continues to be an incredible way to authentically and directly connect with our community of passionate gamers by meeting them exactly where they are.

“Roblox thrives on self-expression and creativity, making it the perfect stage to bring our bold, inclusive and expressive products to life and put an experience behind them. Working with Moose Toys and Gamefam has created a connection between beauty and play that will surprise and delight!”

Liz Grampp, VP of Global Marketing Communications at Moose Toys, said: “Gamefam created an incredible opportunity to expand our audience with e.l.f Cosmetics, a like-minded brand that focuses on disruptive marketing and self-expression that’s a perfect match for Kweenies.”