American retail giant Walmart has taken its first steps into the Metaverse with the launch of Walmart Land and Walmart's Universe of Play on Roblox.
According to the company's Monday announcement, Walmart Land focuses on "immersive experiences" with key features including a physics-defying Ferris wheel, unlockable tokens and badges, an interactive piano walkway and a D.J. booth for users.
See Walmart like never before Walmart Land is our new world on #ROBLOX with fun & games for all. From film to fashion — whatever you’re into, let’s have some fun with it. Come for the inspo, stay for the verch & live performances.Let’s go! https://t.co/leZ4CITCjN pic.twitter.com/4r26MHHk5i
Products from Lottie London, Bubble, UOMA by Sharon C and other brands will also feature in the virtual world, along with a store of virtual merchandise, or "verch," for user's avatars.
In October Walmart Land will add a motion-capture concert known as “Electric Fest” featuring performances from music artists YUNGBLUD, Madison Beer and Kane Brown.
Meanwhile, Walmart's Universe of Play offers games with products and characters from Jurassic World, Paw Patrol, Magic Mixies, Razor Scooters and the chance to explore toy worlds, earn coins and redeem them for virtual goods.
The retail corporation first signaled intentions to enter the Metaverse after filing a patent with the United States Patent and Trademark Office on Dec. 30 covering its own “digital currency” and “digital token,” while a separate application covered a trademark for the Walmart brand in virtual reality and augmented reality.
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