Kellogg’s UK has begun the fun season in style, debuting a new collection of popified characters for its famous Blankos Block Party game in the metaverse. Kellogg’s has entered the metaverse as the NFT market continues recovering following a recent market crash, which was attracted by the collapse of crypto change FTX.

In a November 25 press release, Kellogg’s UK, a subsidiary of the American cereal company, confirmed integrating its famous open-world Blankos Block Party in the metaverse. The crypto developments appear at the same time its parent company has inked another partnership with Santa ahead of charismas festive next month.

Kellogg’s Enters The Metaverse

Launched in 2020, Blankos Block Party is an open-world multiplayer video game allowing players to play alongside their friends in various game modes without any coding skill. The video game is popular among many youths of 18-24 years.

In that context, the mythical game has teamed up with Pop-Tarts to accelerate brand campaigns among the targeted youths. Under the new partnership, the joint team will create a set of non-fungible tokens dubbed Hip Pop, Punk Pop, and Glam Pop.

Kellogg’s anticipates the new NFTs will drive fun engagements across generation Z, who are less familiar with the brand. Kellogg’s believes gaming is the crucial passion point that attracts many youths.

Blankos Block Party Metaverse

The new Blankos Block Party metaverse game will promote individuality and self-expression and offer fun among youth this festive season. While commenting about the new metaverse project, Emer Hayes, Kellogg’s Pop-Tart brand lead, remarked:

“We’re very excited to take Pop Tarts into the metaverse, a first for Kellogg’s in the UK. Pop-Tarts is a fun brand, and by creating NFT characters for a playful virtual world, we can better engage with people, particularly Gen Z consumers.”

According to Kellogg’s, the success of Pop-Tarts in the Blankos Block Party will be gauged across different metrics, including the number of Blanko NFTs sold, the percentage of players in the popified level, and the percentage of players visiting Pop-Tart Blankos in-game store.

In the meantime, Blankos Block Party is currently free-to-play on Epic Games Store. The new NFT project marks the celebration of 100 years since the Cereal Breakfast firm launched in the U.K.

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