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Walmart is making its first foray into the metaverse with a pair of new experiences on gaming platform Roblox.
The two island-like hubs, Walmart Land and Walmart’s Universe of Play, will offer virtual music festivals, dressing rooms and modeling opportunities for avatars to try on digital clothes and a host of games scattered throughout. The activation makes Walmart the biggest retail brand to venture onto Roblox, which has become popular as a place for brands to reach younger audiences at a time when the pandemic has transformed consumer online habits.