Amazon is leveling up its annual holiday toy guide in Web3 style. The popular online retailer is incorporating metaverse and social media features in their annual Holiday Kids Gift Book.
Showcasing over 600 toys and gifts for children, Amazon’s 2022 toy guide features a “Share the Adventure” theme.
“We chose ‘Share the Adventure’ as the theme for this year as a way to explore the various ways we take to the road during the holidays, whether it’s to return to where we’re from or to venture to new places to be with those we love most. The Holiday Kids Gift Book makes shopping Amazon’s vast selection convenient and fun,” said Anne Carrihill, director of toys and games at Amazon. “It’s also a special treat that families can share over the course of the holiday season and, once the festivities are over, tuck away as a memento of their own 2022 holiday adventures, wherever those take us this year.”
The guide’s metaverse adventure, “Amazon’s Trip Around the Blox,” is hosted in Roblox. Players will help Fox and his forest animal friends by competing in mini-games inspired by the various woodland critters. Completing quests will allow kids to earn stars which unlock new items. Additionally, users can redeem a code for a free Too Cool Fire Fox head accessory within the metaverse experience.
Besides the physical version of the toy guide, which Amazon has already shipped to millions of consumers, the company is also offering a digital edition which is available in Spanish for the first time.
Walmart brings the competition
Amazon isn’t the only retailer utilizing the metaverse to advertise toys to children. Discount department chain Walmart is also offering a virtual experience related to the year’s most popular toys. Walmart’s Universe of Play which is also based in Roblox, features characters and products from Paw Patrol, Magic Mixies, L.O.L. Surprise!, Razer Scooters and Jurassic World.