Moose Toys and e.l.f. Beauty have teamed up to bring XOX Kweenies online for an interactive experience.

The companies hope their collaboration and unique in-game experience will encourage players to celebrate their authentic selves through self-expression.

Crafted by Gamefam, Roblox’s first professional developer, users can complete four interactive quests in Roblox’s existing game, e.l.f. Up!, and in-platform game Bayside High School. Rewards include branded makeup items, exclusive outfits, and character interactions. Gamefam previously brought Moose Toys online before, introducing Goo Jit Zu and Magic Mixies to Roblox.

“Gaming has been and continues to be an incredible way to authentically and directly connect with our community of passionate gamers by meeting them exactly where they are,” says Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. “Roblox thrives on self-expression and creativity, making it the perfect stage to bring our bold, inclusive and expressive products to life and put an experience behind them. Working with Moose Toys and Gamefam has created a connection between beauty and play that will surprise and delight!”

“Gamefam created an incredible opportunity to expand our audience with e.l.f Cosmetics, a like-minded brand that focuses on disruptive marketing and self-expression that’s a perfect match for Kweenies” adds Liz Grampp, Vice President, Global Marketing Communications of Moose Toys.

The experience launched on Saturday, Nov. 2; e.l.f. Up! and Bayside High School activation is free. Fans can experience the interactive world of XOX Kweenies at roblox.com.