Creators of the social virtual world Makena Technologies have recently announced that they’ve added four new partners participating in their virtual merchandise marketing program. Virtual inhabitants of There.com may threads by Blair Wear and virtual sports memorabilia creator Beelya, as well as Fandango and the Academy of Country Music.
“The Academy has always been on the forefront of fan interaction, and There.com is just one more way we can engage consumers in a fun and cutting-edge way,” said Lisa Lee, senior director at the Academy of Country Music. “Now the millions of fans who tune into the Academy of Country Music Awards can order both real world and virtual world merchandise to support their devotion to the country music format.”
These new additions now join other virtual world marketplace offers within There.com, including NBC, who introduced virtual Tshirts, hoodies and sweatshirts from Battlestar Galactica, House, Psych, and Conan O’Brien back in November. NBC has also recently extended their merchandise partnership with Makena to now offer goods from HEROES, 30 Rock and The Office.
“Despite tough economic times, the virtual goods market continues to flourish as people look for inexpensive forms of entertainment,” said Michael Wilson, CEO of There.com. “NBC and our new partners understand both the expanding opportunity in the virtual goods category and the importance of branded merchandise as a form of self-expression for our members.”
Each retailer has a custom storefront within There.com where users may purchase any one of these virtual goodies. Beelya will also be offering autographed replica jerseys from well know athletes including Brett Favre and Larry Fitzgerald that inhabitants can use to decorate their virtual pads, hailing a new option for there.com members: in world Sports Memorabilia.
“We saw tremendous potential between Beelya’s exclusive content offerings in sports and There.com’s experience and efficiency in bringing branded virtual goods to their users,” said Mark Faggiano, co-founder, Beelya. “Users said they wanted sports-related virtual goods to enhance their experience in-world. We wanted to provide them with the opportunity to express themselves in There.com as sports fans, something that up until now has not been possible to do in virtual worlds.”
These new four brand partners now join a host of other virtual merchandise storefronts within there.com including Coca-Cola, Scion, K-SWISS, bebe, and the Humane Society of the United States.




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