Walmart has been toying with the idea of a virtual presence for years, but now the retail giant is officially active in the Roblox metaverse.
Back in January, a clip from a 2017 concept for a virtual Walmart shopping experience created by Mutal Mobile went viral and created confusion among those who assumed it was a current project. While the clip was debunked as old news (and subsequently republished in full), the house that Sam Walton built was indeed working on an immersive digital experience.
This week, Walmart opened Walmart Land and Walmart’s Universe of Play in Roblox.
While Walmart Land focuses on highlighting fashion, style, beauty, and entertainment products, it’s the Universe of Play that has a direct connection to the toy industry.
In a statement, the retailer calls it “the ultimate virtual toy destination in Roblox.” Packed with activations powered by Spin Master, MGA Entertainment, Moose Toys, and others, Walmart’s Universe of Play includes five games that focus on hot holiday toy properties that kids can demo in the virtual world in exchange for coins that can be redeemed for in-game items.
”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,” says 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.”
A Walmart Blimp will occasionally drop toys throughout the experience where kids will interact with characters and toys from L.O.L. Surprise!, PAW Patrol, Magic Mixies, Razor Scooters, and more. Additionally, a Sharper Image drone will help kids discover new holiday toys.
