LensCrafters Launches Latest Immersive Experience LensCrafters Vision Tycoon on Roblox to Highlight Vision Health

NEW YORK, Sept. 22, 2025 /PRNewswire/ — LensCrafters, part of EssilorLuxottica and one of the largest optical retail brands in North America, announces the launch of its latest virtual experience, LensCrafters

Vision Tycoon, on Roblox, the global immersive platform where millions connect and play daily.

Since debuting on Roblox in 2023 with LensCrafters Eye Odyssey, an obstacle course game introducing young audiences to eye care, the brand’s immersive experiences have attracted more than 900K visits. In 2024, LensCrafters expanded with LensCrafters Eye Odyssey: World of Optics, featuring interactive mini-games that promoted vision health in engaging ways and encouraged users to get an annual comprehensive eye exam at their nearest LensCrafters location. Together, these initiatives highlight LensCrafters’ commitment to raising awareness of vision care and its impact on overall well-being through fun, educational experiences. 

“With each new Roblox experience, we’re enhancing our connection with consumers, meeting them where they are and continuing to talk about the importance of eye health in new and creative ways,” said Alfonso Cerullo, President of LensCrafters and For Eyes. “LensCrafters Vision Tycoon is a meaningful step forward in how we blend education, technology and playfulness—empowering audiences to learn healthy eye care habits that can last a lifetime.”

In Roblox, a “tycoon” game invites players to grow a business by earning and reinvesting virtual currency, often through idle or incremental gameplay. This format encourages long-term engagement, aligning with LensCrafters’ goal of ongoing vision health education.

With this latest installment, LensCrafters continues to push the boundaries of digital edutainment as one of the first optical retailers on Roblox. LensCrafters Vision Tycoon blends education with entertainment, allowing players to build, manage, and expand their own LensCrafters stores — all within one of Roblox’s most popular formats: the Tycoon.

Users enter the experience through LensCrafters Plaza — a central hub for brand activations, special events and access to mini-games. From there, players are assigned their own plot of land where they manage their own LensCrafters stores, hire employees, expand product offerings and build new spaces. As they grow their business, players earn points to climb the leaderboard and unlock in-game rewards, including exclusive UGC items and power-ups.

Aligned with LensCrafters’ commitment to eye health, the experience includes friendly reminders of the “20/20/20 rule” to help prevent digital eye strain: every 20 minutes, take a 20-second break and focus on something 20 feet away.

Roblox is an immersive platform for connection and communication. Every day, millions of people come to Roblox to create, play, work, learn and connect with each other in experiences built by its global community of creators. The company’s vision is to reimagine the way people come together– in a world that’s safe, civil and optimistic.

About LensCrafters

LensCrafters, the leading optical retailer in North America, was founded in 1983 and today operates more than 1,000 stores across the U.S., Canada, and Puerto Rico. With a mission to help people look and see their best, LensCrafters is committed to delivering premium vision care and eyewear through advanced technology, personalized service, and an unparalleled assortment of designer brands. Doctors of Optometry are located at or next to its stores, ensuring expert eye care is always accessible. LensCrafters opened its first Macy’s location in April 2016 and currently has five flagship stores in New York City, San Francisco, Palo Alto and Toronto, the first flagship in Canada that opened in July 2023. The retailer has also embraced innovation in both smart glasses and medical technology. From the groundbreaking Ray-Ban Meta to Nuance Audio, a new invisible hearing solution for adults with mild to moderate hearing loss, the brand is redefining the intersection of style, function, and health. LensCrafters’ trusted doctors and associates continue to make an impact by giving the gift of vision through the company’s partner efforts with OneSight EssilorLuxottica Foundation, providing access to quality vision care and glasses in underserved communities worldwide. LensCrafters is currently the number one contributor to OneSight in North America. For more information, visit www.lenscrafters.com.

Media Contact: Samantha Horowitz, samanthah@wearebmf.com 

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SOURCE LensCrafters