For the first time in Europe, Kellogg’s has entered the metaverse with its own Pop Tarts characters for the popular NFT-based game Blankos Block Party. Blankos Block Party is a massively multiplayer open-world game with millions of players worldwide. It is designed in the form of a massive party, with a focus on personalised art and design, as well as developing, exploring, and curating your collection of unique and unusual ‘Blanko’ characters.
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To boost its first brand campaign in the UK in 20 years, the company’s Pop Tarts brand has collaborated with Mythical Games to produce a series of collectible and tradeable NFTs within the game, featuring Popified Blanko characters dubbed Hip Pop, Punk Pop, and Glam Pop. Pop-Tarts hopes to promote interaction with Gen Z customers, aged 18–24, who are unfamiliar with the brand by visiting this virtual world with NFT characters.