The Salvation Army is introducing its thrift brand to a new generation with the launch of “Thrift Score,” the world’s first digital thrift store on Roblox. Designed to engage Gen Z and Gen Alpha where they already shop, play, and express themselves, the experience launches Feb. 19 and invites players to explore thrift-inspired digital finds for their in-game avatars.
Conceived and led by independent agency BarkleyOKRP and developed in partnership with immersive game studio The Gang, the experience reimagines a Salvation Army Thrift Store as a fully explorable and shoppable digital environment, introducing the brand and its thrift offering to an audience that might have never visited a store in the real world. Stocked with creator and brand collaborations, player donations, and digital replicas of real Salvation Army items, players can browse racks to uncover rare and limited edition items at accessible price points, ensuring broad participation across Roblox’s player base.
“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.”
“Thrift Score” is integrated directly into several popular Roblox games— like Seaboard City and Daycare Party—placing the thrift store inside environments players already love and actively explore.
The experience also features special, limited-edition UGC items donated by some of Roblox’s most influential creators, with select designs spotlighted throughout the store. Participating influencers include @PrestonPlayz, @BriannaPlayz and @RussoPlays, each contributing their own take on 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. “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, an international studio known for building immersive brand experiences inside platforms like Roblox, led the development of the digital environment, bringing the look, feel, and flow of a Salvation Army Thrift Store into a dynamic digital space designed specifically for Gen Z and Gen Alpha audiences.
“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. “We hope to bring some of the surprise and delight that people get while thrifting IRL to Roblox’s huge audience.”
Just like in the real world, proceeds from “Thrift Score” support The Salvation Army’s mission to help people in need through rehabilitation, recovery, and community programs nationwide.
The Salvation Army’s digital thrift store is now live on Roblox. Players can search for “Thrift Score” at salvationarmythriftscore.com to explore the experience.
