Game of Thrones star Maisie Williams teams up with H&M in Animal Crossing to promote sustainability

Ed Nightingale
·2-min read

Maisie Williams has teamed up with H&M to create an Animal Crossing: New Horizons island to celebrate their new Looop campaign.

The fashion company is promoting sustainability through recycling with their in-store Garment Collecting programme, the largest of its kind globally.

In October 2020 they installed a Looop machine in their Stockholm store, the world’s first in-store recycling machine that takes old garments and weaves them into new fabrics.

To promote the campaign, they’ve teamed up with Game of Thrones star Maisie Williams to create Looop Isle in Nintendo’s hit game Animal Crossing: New Horizons.

Players can hang out on the island, soak up the sites and leave a message of sustainability on the town message board.

Plus, if you bring an unwanted item of clothing you can leave it next to the Looop machine on the island and then head to the Able Sisters to receive a code for an exclusive clothing design.

Looop Isle
Looop Isle in Animal Crossing. (H&M)

That design is inspired by Maisie’s 3D animated avatar in the H&M adverts, created by Goodbye Kansas Studios.

Maisie herself will be joining the island too, with her very own Animal Crossing villager.

Looop Isle can be visited with a unique Dodo code available via the Looop Twitter account, DM for access. It’s open from 12pm to 8pm (BST) from 14 April to 20 April.

The campaign comes as the Animal Crossing series hits its 20th birthday. It began life on the Nintendo 64 and Gamecube back in 2001, with seven mainline and spin-off games following across multiple consoles.

New Horizons has seen the series grow massively in popularity, with many players still heavily invested a year after it launched.

The game has been used as marketing for many campaigns, including Joe Biden’s presidential campaign, though Nintendo has requested that politics stay out of the game.

More recently, the Build-A-Bear collection flopped with fans.

Watch the campaign video below to learn more about Looop and see Avatar Maisie herself.