Hard Rock International has unveiled the Hard Rock Roxtars®, a band of characters serving as brand ambassadors for Hard Rock’s multifaceted programs catering to children of all ages, presented at Hard Rock Cafes, Hard Rock Hotels and Rock Shops worldwide. The Hard Rock Roxtars will provide fans of Hard Rock with an authentic, irreverent experience rich in music content, allowing the brand to connect with future and veteran rockers alike.
Inspired by Hard Rock International’s paramount differentiator – music – this band of five characters and music performers, the Hard Rock Roxtars, each have distinct personalities representing the individuality and freedom of artistic expression in children. Band members include Razzi™, “the motherly type” who is famous for squishy hugs and keyboard skills; Sir Kingston™, a British-invasion inspired rock-and-roller on lead guitar; Styler™, a free-spirited and accompanying guitar player; Buddy Jr™, a wild man who loves nothing more than a good drum solo; and Skiddley™, the lead singer and “Mr. Cool” of the group. The Hard Rock Roxtars are each unapologetically original and designed to inspire kids of all ages to rock an inimitable brand of cool, allowing their originality to shine.
“As the Hard Rock brand continues to evolve, we look forward to providing an unparalleled experience, product and amenities throughout out Rock Shops, Cafes and Hotels that further promotes music culture to fans of all ages,” says John Galloway, chief marketing officer at Hard Rock International. “Through the creation of the Hard Rock Roxtars, Hard Rock will cater to an untapped market of decision makers, the kids.”
Children who dine at Hard Rock Cafes worldwide are greeted with their own activity book, Hard Rock Roxtars themed menus, guitar-shaped plates and Hard Rock Roxtars photo opportunities. As part of The National Restaurant Association’s Kids LiveWell program in collaboration with Healthy Dining, an online resource that helps families select healthy menu options when dining out, the Cafes worldwide will offer healthier options, ranging from Skiddley’s “Not-so-diddley” chicken breast to the “twisted ‘n tasty” cavatappi pasta.
When Hard Rock Roxtars travel, they do so in style and families who stay at Hard Rock Hotels are immediately in the band. Kids will receive a special Hard Rock Roxtars Activity Book at check-in and unlimited entertainment at Hard Rock Roxity Kids Club, a family-friendly, music-inspired haven, filled with music-infused learning activities customized by property. The Roxity Kids Club is currently available at Hard Rock Hotel Ibiza and will soon be offered at additional Hard Rock Hotels worldwide.
Allowing kids to continue the fun, take their favorite character home or look the part, Rock Shops at Hard Rock Cafes and Hotels worldwide will feature the exclusive Hard Rock Roxtars collection of clothes, accessories and gear, including band tees and light up drum sticks. Collectible and original items will also be available for purchase at Hard Rock’s online Rock Shop at www.hardrock.com.
