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Frozen treat Bomb Pops are often in high demand during a hot summer, but this year they’re also proving as popular in the metaverse as they are in the real world.
The brand is running an activation within Roblox’s restaurant simulation game, Restaurant Tycoon 2, from Aug. 22 to Sept. 5. Since the launch, players have served up 20 million Bomb Pops, smashing the brand’s original goal of selling 10 million virtual treats.
Created by the agencies Moonrock Labs and Gale, the activation allows players to add eight flavors of Bomb Pops to the menus of their digital restaurants.
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