The retail giant Walmart has announced the launch of two immersive online experiences with Roblox, a metaverse mega-platform popular among young kids. Walmart said it would target the next generation of customers after Covid-19 altered the shopping habits of consumers and caused an increase in e-commerce sales.
‘Walmart Land’ will consist of a Netflix trivia experience with “Stranger Things” star Noah Schnapp, a music festival with famous artists, and a virtual dressing room. It will also sell “verch” for avatars similar to real-life merchandise in Walmart stores.
Walmart’s Universe of Play, the second experience, will include immersive games featuring characters from Walmart’s most popular toy products during the holiday season, from Paw Patrol to L.O.L Surprise!
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In particular, Walmart wants to draw the attention of Gen Z to virtual reality. Walmart Land’s Electric Fest will feature Kane Brown and Madison Beer performances. Its virtual dressing room will offer products such as afp4, Halsey’s makeup brand, and YouTubers Brooklyn and Bailey’s skincare line with Walmart.
A gaming platform founded in 2004, Roblox is a leader in the metaverse, although tech giants Microsoft, Epic Games, and Facebook have released big plans to join the race. Roblox began trading during last March, immediately valuing the company at $45 billion when it debuted on Wall Street.
Roblox shares have plunged almost 64% year-to-date despite the hype around the metaverse. However, its stock is up more than 2% in trading today.
