France – Luxury house Louis Vuitton is translating its eponymous founder’s story into a futuristic gaming experience titled Louis the Game – part of a series of initiatives to celebrate the label’s 200^th anniversary. Embodying a virtual character called Vivienne, gamers cross seven fantasy lands inspired by global cities such as Paris, London, Beijing and New York. They collect 200 anecdotes that pinpoint moments in the brand’s history, from iconic collaborations and runway moments to Vuitton family milestones.

Available as a mobile app, Louis the Game expands on the ways many luxury and fashion brands have been exploring gaming as a tool to engage wider demographics. The adventurous nature of Louis the Game breaks away from gaming tied to product launches, using an adventure format for storytelling and immersion into the company’s creativity. In a nod to luxury’s future, gamers can even acquire on of 30 NTF artworks within the game.

Through Louis the Game, Louis Vuitton is reworking its heritage in a way that is educational and entertaining and relevant for audiences, while also demonstrating how tradition and technology can unite.

With UK lockdown periods having allowed Generation Alpha to save extra pocket money, research by Beano Brain reveals insights about the spending habits of 8,000 British children.

The study finds that almost half (47%) of Gen Alpha in the UK prefer to spend money on the high street – compared with 41% opting to shop online. As lockdown restrictions ease, children are increasingly venturing outside to buy everyday treats such as food and drink (52%), while 45% are spending their money on toys and collectibles.

Helenor Gilmour, director of insight at Beano Brain, says: ‘For these nascent shoppers being able to see their purchases, try them on, touch them and share with friends and family is really important.’ These findings indicate the growing spending power of this young demographic, with nearly two thirds of kids (63%) revealing they have their own money to spend when they want.

While our research into the financial mindsets of Gen Alpha suggests that this generation view money as a largely digital concept, this study reveals many children are also displaying more traditional behaviours.