Walmart Joins Forces With Roblox

Launch of Walmart Land and Universe of Play

Shopping mega giant Walmart has announced the launch of two new interactive immersive experiences in the metaverse platform Roblox.  The two experiences offer unique ways for players to integrate into the Walmart ecosystem. 

The names of the two experiences are Walmart Land and Walmart’s Universe of Play. The spaces are each unique and offer unique ways to play and each offering is presented via an “isle” in the virtual world. 

Walmart Land will focus on fashion, style, beauty, and entertainment items. Walmart’s Universe of Play will focus on bringing the ultimate in “virtual toy” fun to Roblox, enabling children to pay with toys in a virtual way, possibly ramping up their excitement for the Christmas holiday.

Chief Marketing Officer Walmart US William White, stated 

“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.”

Walmart Land will have many different immersive activities for players to engage which include a virtual store with “verch” ( virtual merchandise) for your avatar, an exciting new Ferris wheel that allows for a wide view of the virtual world and more. There will also be tokens and badges that can be earned by playing games and participating in competitions. There will be three specific big experiences in total at the time of the opening. 

Electric Island is inspired by music festivals such as Coachella and Burning Man. There will be an interactive piano walkway, dance challenges, Netflix trivia featuring Noah Schnapps, and an interactive DJ booth thick will allow you to learn how to mix songs. 

The next sector will be the House of Style and it will feature a dressing room, a “pose” challenge, obstacle course with oversized cosmetics, and a roller-skating rink. There will be products from af94, UOMA by Sharon C. ITK by Brooklyn & Bailey, Lottie London, Bubble and more.

Finally there is the Electric Fest which will be on Electric Island. This is a motion-capture concert featuring performances from many popular artists. Currently MAdison Beer, Kane Brown and YUNGBLUD are on tap to perform.

After all that exploring you can then travel to the Universe of Play where those in the community can explore different toy worlds and earn tokens that can be used towards virtual goods. Players can also complete challenges to gain trophies and build a trophy case, unlock secret codes and more. 

There will be immersive games in the Universe of Play. Currently there are 5 games featuring products and characters from beloved franchises such as Paw Patrol, LOL Surprise! ,Jurassic World, Magic Mixies, and the scooter company Razor. There will be virtual adventures using hoverboards and users will encounter a drone that shows off the hottest toys of the season.

The Walmart experiences are available today on and are available to be accessed by any platform that can access the Roblox game. 


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