Virtual Greats, the "first company to create a platform to bring high-value, copyrighted material into virtual worlds and social networks", has been getting some press this year including mention of their representation of Snoop Dogg products in virtual worlds.
From coverage in the Wall Street Journal back in September to a recent piece in the New York Times:
"Snoop Dogg’s manager, Constance Schwartz, said she did not have a clue about virtual worlds when Virtual Greats approached her this year, so she and her team spent a week exploring Gaia Online."
"After seeing that many teenagers were spending their time and allowances there, Ms. Schwartz explained the concept to Snoop Dogg. She said it was an easy sell…His only requirement was that all of the goods be ‘true to himself,’ down to the hair braids, house slippers and plates of Roscoe’s chicken and waffles he regularly eats in Los Angeles."
It’s unclear whether or not the house slippers are currently available in digital form but Virtual Greats founder Reuben Steiger says that Snoop Dogg dobermans are easily outperforming generics:
"Reuben Steiger…told me the kids are shelling out 8 times more, per pair, for Snoop Dogg Dobermans versus the exact same Dobermans, sans the Snoop Dogg association. Granted, we’re talking about $3 here. But an 800% premium for the branded product over the generic product reminds us why we call it brand equity, and why we spend so much time and money trying to bolster it."
