From fashion brands to music streaming services, all sorts of companies are making their mark in the metaverse. Gucci has Gucci town in the Roblox metaverse. Wendy’s has the Wendyverse. Now, well-known retail store, Walmart, is joining the metaverse too.
Walmart first made its metaverse interests known in January when it made a filing with the U.S. patent office. The discount department store is launching two metaverse experiences within Roblox, Walmartland and 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,” said Walmart U.S. chief marketing officer William White in a press 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.”
Walmart’s Universe of Play will offer various toy worlds centered around the year’s most popular toys for children to explore. Users can earn coins that can be redeemed for virtual items. The experience includes five immersive games which feature characters and products from Paw Patrol, Jurassic World, L.O.L. Surprise!, Magic Mixies and Razor Scooters.
Walmart’s Universe of Play also offers a company blimp that drops virtual toys throughout the toy worlds and items such as hoverboards for quick traversal of the experience.
Welcome to Walmartland
The company’s other Roblox presence, Walmartland, features a store for purchasing virtual merchandise, a physics-defying Ferris wheel, the House of Style, Electric Island and Electric Fest. Walmartland’s House of Style offers a virtual dressing room, roller rink, cosmetics obstacle course and a strike-a-pose challenge. Meanwhile, Electric Island includes a Netflix trivia activity featuring Stranger Things’ Noah Schnapp, a dance challenge, an interactive piano walkway and a D.J. booth for mixing beats. Electric Fest is a motion-capture concert featuring Kane Brown, YUNGBLUD and Madison Beer.
To start, Walmart won’t be making any money from its metaverse presence. However, this may change once the company becomes settled in the virtual world.
Jack Brassell is a freelance journalist and aspiring novelist. Jack is a self-proclaimed nerd with a lifelong passion for storytelling. As an author, Jack writes mostly horror and young adult fantasy. Also an avid gamer, she works as the lead news editor at Hardcore Droid. When she isn't writing or playing games, she can often be found binge-watching Parks & Rec or The Office, proudly considering herself to be a cross between Leslie Knope and Pam Beasley.
