Jewellery brand Pandora has announced the launch of ‘Pandora Island’ in the popular video game Animal Crossing: New Horizons.

This is to mark the launch of the Pandora Me campaign, and sees the brand’s very first venture into gaming.

The Pandora Me campaign launched yesterday and sees the brand partner with new ambassadors Charli XCX, Beabadoobee, Donté Colley and Cecilia Cantarano, all of whom now have avatars in the game.

Advertisement

The island itself is hosted by Pandora creative directors, Francesco Terzo and Filippo Ficarelli, and features a pop-up store where players can purchase in-game clothing inspired by Pandora Me.

Commenting on the launch, Siobhan King, marketing director for Pandora UK & Ireland, said: “The relaunch of Pandora Me is a ground-breaking moment for us as a
brand – the collection and everything it stands for give us the opportunity to truly celebrate self-expression, creativity and personalisation.

“The gaming world felt like an exciting place to introduce Pandora Me and give something back to a highly engaged community.

“Pandora exists to give a voice to people’s loves, just like Animal Crossing, and we knew this was a place where we could genuinely connect with players and bring them into the world of Pandora Me in a unique, bold and relevant way.

“We hope to see Pandora Island build a creative community and truly enrich the gameplay of our visitors, both with this launch and into the future as we work to grow and evolve the space.”

The Animal Crossing series is a Nintendo series of games, with New Horizons published on the Nintendo Switch console.