Chupa Chups Enters the Metaverse with The Sandbox

Perfetti Van Melle, the global confectionery group, has partnered with The Sandbox, a decentralized gaming platform and subsidiary of Animoca Brands, to launch "Chupa Chups City." This immersive, candy-themed world invites players to explore, play and engage with the iconic lollipop brand in a vibrant digital environment.  

Set within The Sandbox's Alpha Season 4, "Chupa Chups City" offers users the chance to collect popular Chupa Chups flavors, play tunes with Melody Pops and collaborate with others on fun challenges. Completing the activities will also unlock unique rewards.  

Adding to the excitement, The Sandbox has introduced exclusive Chupa Chups NFTs, including the Flavor Shades, Cherry Cap and Lollipop Mask. These customizable assets allow players to personalize their avatars, enhancing the immersive experience.  

"We've always dreamed of what the Chupa Chups world could be like, and now it's finally a reality," says Anna Amat, area licensing manager, Perfetti Van Melle Group. "Thanks to The Sandbox's creativity and expertise, Chupa Chups has jumped beyond the physical world, offering a vibrant, interactive experience. They've perfectly captured our brand's core values—color, fun, positivity—and expanded them beyond the real world."   

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To prepare for this launch, The Sandbox hosted a Chupa Chups Game Jam, during which developers worldwide created candy-inspired experiences. These games will be available in the broader "Chupa Chups City" universe.