Walmart Enters the Metaverse to Offer Kids the ‘Ultimate Virtual Toy Destination’

Not content with just online and physical stores, Walmart is launching a couple of virtual metaverse experiences on Roblox to help promote this year’s best toys to kids, as well as fashion, style, entertainment, and beauty products.

Two “immersive experiences(Opens in a new window)” are being made available in what Walmart describes as the “metaverse mega-platfrom Roblox.” The first is called Walmart Land, and it’s focused on offering interactive content and entertainment related to fashion, style, beauty, and entertainment products.

Walmart Land offers a virtual store of merchandise for your Roblox avatar, a Ferris wheel, and tokens and badges that can be unlocked by playing games or partaking in competitions. There are three experience areas available: Electric Island, House of Style, and Electric Fest. Between them you can enjoy an interactive piano walkway, use a virtual dressing room, and watch performances from popular artists such as Madison Beer and Kane Brown. Mini games, challenges, events, easter eggs, and “obbys” are promised.

The second experience is called Walmart’s Universe of Play, and it’s all about toys. Different toy worlds can be explored to collect coins to exchange for virtual goods. There’s five games to play and a large selection of virtual toys and e-mobility items to collect. The focus is on discovering this year’s “best toys,” and Walmart says, “making a toy wish list has never been this fun!” While pointing out all the toys are available to buy at Walmart.

Both Walmart Land(Opens in a new window) and Universe of Play(Opens in a new window) are already available to experience on Roblox, and can be played on PC, Mac, iOS, Android, Amazon devices, and Xbox consoles, as well as Oculus and HTC VR headsets.

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