Walmart Jumps Into 'Roblox'

With the Launch of Walmart Land and Walmart's Universe of Play, “Roblox” community members can collect "verch" and unlock exclusive content.
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September 28, 2022

Some of the toys featured in Walmart's Universe of Play.
Some of the toys featured in Walmart's Universe of Play.Walmart


has launched two new immersive experiences in


entitled Walmart Land and Walmart's Universe of Play, the spaces offer interactive content and entertainment for customers, bringing Walmart into the virtual world.  

Walmart Land will bring fashion, style, beauty and entertainment items directly to the global "Roblox" community of more than 52 million daily users. The retailer will continue to bring the fun with Walmart's Universe of Play. 

"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." 


Land will feature immersive experiences, including a virtual store of merchandise, or "verch," for avatars, a Ferris wheel and unlockable tokens and badges in various games and competitions. Walmart Land debuts with three experiences: Electric Island, House of Style and Electric Fest. 

The year's toys will have busted loose and turned up 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, rewards and virtual adventures. 

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