{"rewrite":{"id":"r_c299203ad2db2a855eb22f7f","clusterId":"c_4a0664ade29417b685a7fe45","slug":"beams-marks-50-years-with-first-original-game-on-roblox","model":"deepseek-v4-flash:free","headline":"BEAMS Marks 50 Years With First Original Game on Roblox","summary":"WAKA and BEAMS jointly developed and released the original Roblox game \"Mannequin kara Fuku wo Atsume ro!\" (STEAL THE CLOTHES) on August 7, 2026. The game, BEAMS's first original game, is a collection-style experience where players explore a city, gather fashion items, and compete to steal items from other players.","whyItMatters":"The game is BEAMS's first original game, created to build a new connection with Gen Z and Gen Alpha customers as the brand celebrates its 50th anniversary in 2026.","webCardHtml":"\u003cp\u003eBEAMS has entered the Roblox platform with its first original game, developed in collaboration with WAKA. The game, titled \u0026#34;Mannequin kara Fuku wo Atsume ro!\u0026#34; (STEAL THE CLOTHES), launched on August 7, 2026, and is free to play with in-game purchases.\u003c/p\u003e\u003cp\u003ePlayers explore a city themed around BEAMS, collect fashion items, and complete their own outfits. A unique rule lets players steal items worn by other players, adding a competitive layer to the collection gameplay. WAKA designed the game to let younger players experience BEAMS\u0026#39;s worldview naturally through play, with the goal of building brand affinity over time.\u003c/p\u003e","blueskyPost":"BEAMS's first original game is a Roblox collection experience, but the brand's real bet is on Gen Z and Gen Alpha behavior, not on fashion itself.","twitterPost":"BEAMS's first original game is a Roblox collection experience, betting on Gen Z and Gen Alpha behavior.","threadsPost":"BEAMS's first original game is a Roblox collection experience, but the brand's real bet is on Gen Z and Gen Alpha behavior, not on fashion itself.","newsletterBlurb":"BEAMS has released its first original game, STEAL THE CLOTHES, on Roblox. Co-developed with WAKA, the collection-style game lets players gather fashion items and steal from others, aiming to connect with Gen Z and Gen Alpha customers as the brand turns 50.","attributionJson":"[{\"source\":\"ASCII.jp\",\"url\":\"https://ascii.jp/elem/000/004/425/4425771/?rss\",\"title\":\"Z世代・α世代へのRobloxソリューションを展開する株式会社WAKA、BEAMS初となるオリジナルゲームを共同企画・制作\"}]","lintFlagsJson":null,"lintHits":0,"costUsd":0,"inputTokens":5642,"outputTokens":581,"status":"published","repairAttempts":0,"nextRepairAt":null,"factsAttemptedAt":1786181638,"createdAt":"2026-08-08T09:30:31.000Z","publishedAt":"2026-08-08T09:31:44.000Z","updatedAt":"2026-08-08T09:30:31.000Z"},"cluster":{"id":"c_4a0664ade29417b685a7fe45","canonicalTitle":"Z世代・α世代へのRobloxソリューションを展開する株式会社WAKA、BEAMS初となるオリジナルゲームを共同企画・制作","representativeArticleId":"a_77c8b27bf8b0149bb1f2f8df","sourceCount":1,"writtenSourceCount":1,"writeAttempts":0,"isSolo":true,"entitiesJson":"{\"anime_titles\":[],\"manga_titles\":[],\"work_titles\":[\"BEAMS original game\"],\"studios\":[\"WAKA\"],\"people\":[],\"type\":\"announcement\",\"domain\":\"games\",\"is_roundup\":false}","contentType":"news","status":"published","firstSeenAt":"2026-08-07T02:00:11.000Z","lastSeenAt":"2026-08-07T02:00:11.000Z","updatedAt":"2026-08-08T09:31:45.000Z"},"attribution":[{"source":"ASCII.jp","url":"https://ascii.jp/elem/000/004/425/4425771/?rss","title":"Z世代・α世代へのRobloxソリューションを展開する株式会社WAKA、BEAMS初となるオリジナルゲームを共同企画・制作"}],"entities":{"anime_titles":[],"manga_titles":[],"work_titles":["BEAMS original game"],"studios":["WAKA"],"people":[],"type":"announcement","domain":"games","is_roundup":false},"keyFacts":null}