United States – The Salvation Army has launched “Thrift Score”, described as the world’s first digital thrift store on Roblox, aiming to introduce its thrift brand to younger audiences through an interactive virtual experience.
Created by BarkleyOKRP in partnership with The Gang, the digital environment reimagines a Salvation Army thrift store as an explorable space where players can browse and purchase thrift-inspired virtual items for their avatars.
The experience features creator collaborations, player donations, and digital replicas of real Salvation Army products, with items offered at accessible price points to encourage participation across Roblox’s player base.
“Thrift Score” is also integrated into popular Roblox games, including Seaboard City and Daycare Party, allowing players to encounter the store within existing virtual worlds.
“Thrifting has always been about more than price—it’s about creativity, individuality, and purpose,” said 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.”
Limited-edition virtual items from Roblox creators including PrestonPlayz, BriannaPlayz, and RussoPlays are featured throughout the store, offering exclusive thrift-inspired digital fashion.
“Gen Z doesn’t think in terms of storefronts and shopping carts,” said Tim McCracken, SVP, Creative and AI at BarkleyOKRP.
He added, “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.”
The Gang led development of the experience, designing the digital space to replicate the look and feel of a physical thrift store while enabling avatar personalisation.
“Personalisation is such a core part of the Roblox experience for its huge player base, which is why we loved the idea of bringing a thrift store to the platform with Salvation Army and BarkleyOKRP,” said Max Proctor, CEO at The Gang.
Proceeds from purchases will support The Salvation Army’s rehabilitation, recovery, and community programmes.
“We hope to bring some of the surprise and delight that people get while thrifting IRL to Roblox’s huge audience,” Proctor added.
