Walmart enters metaverse with Roblox

Published on: 27th September 2022

Walmart has teamed up with the Roblox platform with the launch of Walmart Land and Walmart’s Universe of Play.

Credit: Walmart

Walmart has announced the launch of two new immersive experiences in the metaverse mega-platform, Roblox. Called Walmart Land and Walmart’s Universe of Play, the spaces offer unique interactive content and entertainment, bringing Walmart ranges to life in a virtual world for the global Roblox community of over 52m daily users.

Walmart Land will focus on fashion, style, beauty and entertainment items, while Walmart’s Universe of Play launches as  ‘the ultimate virtual toy destination’ in Roblox, just in time to inspire 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,” said William White, chief marketing officer, Walmart US. “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.”

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

Universe of Play includes:

  • Immersive games: five new games will offer experiences featuring products and characters from L.O.L. Surprise!, Jurassic World, Paw Patrol, Magic Mixies and Razor Scooters.
  • Sought-after rewards: Users can try and collect as many virtual toys as possible to earn coins redeemable for their avatar verch. Toys will hang all around, and a Walmart blimp will regularly drop toys throughout the experience.
  • 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.

William White, Walmart’s chief marketing officer, told CNBC that Roblox will serve as a testing ground for the retailer as it considers moves in the metaverse and beyond. He said the experiences are designed with the next generation of shoppers in mind, particularly Gen Z.

Walmart filed for metaverse-related trademarks earlier this year. Some of the trademarks indicated interest in making or selling virtual goods and offering users virtual currency, as well as NFTs, however, William confirmed that, for now, Walmart won’t make money from its immersive experiences.

Users can access the Walmart Land experience on 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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