DAISE Launches Dollface Blind Box Collectibles With Physical and Roblox Versions
Beauty brand DAISE is getting into the blind box collectibles market with a new line of Mystery Dollface figures that will debut both as physical products at Walmart and as digital collectibles inside Roblox.
The collection is part of DAISE’s new “Press Play” campaign and introduces seven Dollface characters, including a secret Ultra Rare version. The physical blind boxes will launch in Walmart stores and online on August 28, with each sealed box containing one collectible Dollface paired with a mood-matching mini solid fragrance.
The six named characters are Effy, Sloane, Noa, Rumi, Elle and Flossie, each matched with one of DAISE’s fragrance moods. The seventh possibility is a secret Ultra Rare Dollface, giving the collection the chase element that has become a major part of modern blind box collecting. DAISE is encouraging fans to open multiple boxes in an attempt to complete the lineup and find the rare character.
DAISE is also recreating the blind box experience inside Roblox. Beginning August 28, the seven Dollface characters will become digital collectibles within LifeTogether, a Roblox life simulation and roleplay experience that DAISE says reaches more than 22.1 million monthly players. Rather than launching a separate game, the company is building its activation directly into LifeTogether.
Players will enter a DAISE-branded area and receive challenges through a custom DAISE app inside the game’s virtual smartphone. Completing challenges earns Mystery Dollface Blind Boxes that can be opened to reveal one of the seven characters or the secret Ultra Rare. The digital Dollfaces then become wearable avatar keychains that players can collect, show off and trade socially through gameplay.
The Roblox component is designed to replicate some of the appeal of opening a physical blind box, including the suspense of not knowing which character is inside and the incentive to keep collecting until the set is complete. DAISE said the experience is intended to connect beauty, gaming and self-expression while extending the physical Dollface collection into a digital environment.
The Mystery Dollfaces are part of DAISE’s new Charmed DAISE collection, which also includes beauty accessories and mini solid fragrances. They mark the brand’s first blind box collectibles and represent another crossover between consumer products and a collectibles format that has grown well beyond traditional toy companies.
Both the physical DAISE Dollface blind boxes at Walmart and the Roblox activation are scheduled to launch August 28, giving collectors two different ways to hunt for the characters and the secret Ultra Rare Dollface.