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Walmart Jumps Into Roblox With Virtual Universe

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Bentonville, Arkansas-based is launching two new immersive experiences in the metaverse mega-platform, Roblox. Called Walmart Land and Walmart’s Universe of Play, the spaces offer interactive content and entertainment for customers, bringing to life the best of Walmart’s “aisles” in a virtual world.

Walmart Land will bring fashion, style, beauty and entertainment items to the global Roblox community of more than 52 million daily users. The retailer will continue with Walmart’s Universe of Play – the ultimate virtual toy destination in Roblox, just in time for holiday wish lists.

“We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play.”

Walmart Land will feature a variety of immersive experiences, including a virtual store of merchandise, or “verch,” for avatars; a physics-defying Ferris wheel giving users a bird’s-eye glimpse of the world; and unlockable tokens and badges that can be earned in various games and competitions.

Walmart Land debuts with three experiences, specifically with the next generation of customers in mind:

  • Electric Island: Inspired by the world’s greatest music festivals, Electric Island includes an interactive piano walkway, a dance challenge, a Netflix trivia experience featuring Noah Schnapp and a DJ booth where users can learn to mix different beats;
  • House of Style: Featuring a virtual dressing room, a strike-a-pose challenge, an oversized cosmetics obstacle course (obby) and a roller-skating rink, House of Style will offer products from af94, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London, Bubble and more; and
  • Electric Fest: New in October, users can jump back into Electric Island for “Electric Fest,” a motion-capture concert celebration featuring performances from artists such as Madison Beer, Kane Brown and YUNGBLUD.

The year’s best toys will turn up in Walmart’s Universe of Play. The Roblox community can explore different toy worlds to earn coins for cool virtual goods or complete epic challenges to build a personal trophy case, unlock secret codes and more.

Universe of Play includes:

  • Immersive games: Users can dive into five new games that offer experiences featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters;
  • Sought-after rewards: Users will get the opportunity to try and collect as many virtual toys as they can to earn coins redeemable for their avatar verch. Toys will hang all around, and a Walmart blimp will regularly drop toys throughout the experience; and
  • Virtual adventures: Universe of Play will also feature e-mobility items like hoverboards, which an avatar can use to travel through the universe faster. Users will encounter a Sharper Image drone that helps them discover the hottest toy world of the season.

Users can click in today and freely access the Walmart Land experience on Roblox.com and Walmart’s Universe of Play on any device including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.

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Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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