BEAMS Marks 50 Years With First Original Game on Roblox
The game is BEAMS's first original game, created to build a new connection with Gen Z and Gen Alpha customers as the brand celebrates its 50th anniversary in 2026.
Reporting from 1 source: ASCII.jp.
WAKA and BEAMS jointly developed and released the original Roblox game "Mannequin kara Fuku wo Atsume ro!" (STEAL THE CLOTHES) on August 7, 2026. The game, BEAMS's first original game, is a collection-style experience where players explore a city, gather fashion items, and compete to steal items from other players.
BEAMS has entered the Roblox platform with its first original game, developed in collaboration with WAKA. The game, titled "Mannequin kara Fuku wo Atsume ro!" (STEAL THE CLOTHES), launched on August 7, 2026, and is free to play with in-game purchases.
Players explore a city themed around BEAMS, collect fashion items, and complete their own outfits. A unique rule lets players steal items worn by other players, adding a competitive layer to the collection gameplay. WAKA designed the game to let younger players experience BEAMS's worldview naturally through play, with the goal of building brand affinity over time.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.