Walmart launches two new Roblox experiences

By

Jennifer Braun

Published
Sep 27, 2022

Walmart announced on Monday the launch of two new immersive experiences in the metaverse platform, Roblox. 

Dubbed 'Walmart Land' and 'Walmart’s Universe of Play', the spaces aim to bring to life the best of Walmart’s ‘isles’ in a virtual world. In particular, Walmart Land will bring fashion, style, beauty and entertainment items directly to the global Roblox community, while Walmart’s Universe of Play will be a virtual toy destination.

“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,” said William White, chief marketing officer, Walmart U.S. 

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.”

Walmart Land debuts with three big experiences including 'Electric Island' featuring an interactive piano walkway, a dance challenge, a Netflix trivia experience and a DJ booth. 'House of Style' features a virtual dressing room, a strike-a-pose challenge, an oversized cosmetics obstacle course and a roller-skating rink, alongside product from af94, Uoma by Sharon C., ITK by Brooklyn & Bailey, Lottie London, Bubble and more.

Lastly, Electric Fest is a motion-capture concert, which will feature performances by popular artists such as Madison Beer, Kane Brown and Yungblud.

Meanwhile, Universe of Play includes immersive games featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters. It will also offer sought-after rewards to allow customers to collect as many virtual toys as they can, as well as virtual adventures featuring e-mobility items like hoverboards. 

A number of brands have continued to prove that the virtual world is an important destination for fashion. This summer, UK-based luxury fashion house Burberry launched a virtual handbag collection on Roblox. The platform also has a partnership with Tommy Hilfiger and others.