Retail giant Walmart is looking to disrupt the metaverse with two new Roblox worlds.
The first of these experiences, Universe of Play (pictured), highlights some of the best-performing brands in the retailer’s toy aisle. It rolled out on Roblox today with five interactive games based on PAW Patrol, Jurassic World, Magic Mixies plush, L.O.L. Surprise! dolls and Razor Scooters.
Meanwhile, Walmart Land focuses on fashion and beauty, allowing users to customize their avatars with virtual merchandise from makeup brands such as Lottie London, Bubble and Halsey af94. This virtual world will also feature an island that hosts Netflix trivia shows run by Stranger Things actor Noah Schnapp, and digital music festivals featuring performances from popular talents including American pop singer Madison Beer and English punk artist YUNGBLUD.
“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, the US retailer’s chief marketing officer for the US, in a release. “Roblox is one of the fastest-growing and largest platforms in the metaverse, and we know our customers are spending loads of time there.”
Prodcos and toycos alike have been making a major push lately to get their properties featured on Roblox and engage with the platform’s 52 million daily users. These companies include Mattel, which is launching Barbie into the metaverse later this month; and Japan’s SEGA, which partnered with Roblox developer Gamefam to release Sonic Speed Simulator in March.
But can they compete with Walmart in the space? In its 2022 annual report, the retailer generated US$572.8 billion, up by US$14 billion from the same period last year. Of that revenue, US$73 billion hailed from its ecommerce business, and Roblox opens up a new revenue stream for the company in digital merchandise.