Dixie, Charli D’Amelio Launch Roblox Game Featuring ‘Squeaky and Roy’

Dixie and Charli D’Amelio debuted “Dress Up BFF” Tuesday, a Roblox game featuring characters from their original animated franchise “Squeaky & Roy.”

Per the game’s description, “‘Dress Up BFF’ puts fans right in Dixie and Charli’s dream fashion and beauty closet in a new game that offers a softer, funnier, and less serious take on the wildly popular dress-up game genre.”

“Dress Up BFF” debuts at a controversial time for Roblox: the gaming platform is facing multiple lawsuits based on accusations of poor safety regulations and children users experiencing predatory behavior, as well as one wrongful death suit over a teenager’s suicide.

The free-to-play game offers several features at an additional fee, including “a VIP Pass that grants access to an exclusive room with premium items,” as well as exclusive cosmetics, animations, magical effects to expand wardrobes, speed boosts and more time to get ready.

The D’Amelios are launching the Roblox title in partnership with Invisible Universe, the company they have produced the “Squeaky & Roy” animated franchise (inspired by the sisters’ favorite childhood toys) with across internet platforms since 2021, and studio Exclusible.

According to Invisible Universe, “Dress Up BFF” drew more than 1 million unique visitors over the first few weeks of its beta launch in mid-August with players spending more than 10 million minutes playing.

“It’s been so fun watching fans fall in love with Squeaky & Roy on YouTube and TikTok,” Dixie D’Amelio said. “Bringing them into Roblox will give fans the chance to actually play alongside them, and we’re hoping it becomes the cutest game on the platform.”

“When we first launched ‘Squeaky & Roy,’ we wanted to create an animated franchise that could live anywhere our audience is. With many of ‘Squeaky & Roy’s’ fans already on Roblox, launching a game was a natural next step,” Invisible Universe CEO and co-founder Tricia Biggio said. “The early success of Dress Up BFF speaks to how the brand promotes confidence, self-expression, and creative play, which mirrors what makes Roblox a meaningful space for millions of young players.”