Theoretically, reverse placement should work for a wide range of consumer products. Clothing, toys, cell phones, and watches could all be introduced to consumers in video games and virtual worlds before they entered the real world. For example, to gauge consumer interest, the American Apparel clothing chain recently launched its first line of jeans in a store that appears in the virtual worldSecond Life several months before launching them in its real-world stores. Virtual products and brands could be created by consumer products companies, as American Apparel has done with its jeans; by video game developers, asGrand Theft Auto’s creator Rockstar Games has done with Sprunk; or even by game players themselves, as people are able to do in a user-created world likeSecond Life.