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Walmart enters the Roblox metaverse to “sell toys to children”

Walmart is entering the metaverse through mega-platform Roblox and has launched two immersive experiences, Walmart Land and Walmart’s Universe of Play. 

The virtual spaces are said to offer unique interactive content and entertainment for customers and bring the “best of Walmart’s isles” into the digital realm.

Roblox started as an online game for kids in 2006 and eventually grew into a global community of over 52 million users daily.

According to the retail giant, it will turn its Universe of Play into the “ultimate virtual toy destination” in Roblox, where kids (and kids at heart) can discover toys to add to their holiday wish lists.

The virtual space will also allow players to explore different toy worlds, immersive games like Paw Patrol, Jurassic World, and Magic Mixes, and earn coins in exchange for virtual goods. 

“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.

Walmart Land will offer fashion, style, and beauty products via its virtual dressing room, “House of Style”, and entertainment via Electric Island. In this space, users can also experience a motion-capture concert featuring performances from artists such as Madison Beer, Kane Brown, and Yungblud.

White added that Roblox is one of the fastest growing and largest platforms in the metaverse, and the company knows how much time its customers spend there.

“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,” he concluded.

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