Salvation Army has linked up with virtual gaming platform Roblox to stage a charity shop within its games.

This is first digital charity shop on Roblox and has been created as the charity looks to engage with the platform’s Generation Z and Generation Alpha users.

It’s ‘thrift score’ is being integrated into several Roblox games including Seaboard City and Daycare Party.

Through the link up limited edition digital fashion items have been donated by Roblox influencers including @PrestonPlayz, @BriannaPlayz and @RussoPlays.

The charity’s use of Roblox has been conceived and led by agency BarkleyOKRP and developed with immersive game studio The Gang.

“Thrifting has always been about more than price—it’s about creativity, individuality, and purpose,” said Lt. Colonel Mark Nelson, ARC Commander at The Salvation Army.

“By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today.”



Tim McCracken from BarkleyOKRP added; “Gen Z doesn’t think in terms of storefronts and shopping carts.

“They discover through play, culture, and exploration. Roblox gave us the opportunity to rethink what a thrift store could be in a digital-first world—one built around interaction and discovery while staying true to The Salvation Army’s mission.”

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