Frozen delight Bomb Pops are a hit in Roblox

Remember the old days when the ice cream truck would come through the neighborhood and all the kids would swarm to get their favorite treats? Frozen chocolate eclairs, ice cream sandwiches and more. Nom nom nom.

Transcending the real world fun, this summer, Bomb Pops have entered the metaverse via a clever Roblox activation featuring the iconic treats and other digital branded gear. And, they’ve served up more than 20 million bomb pops.

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. They can also decorate their virtual space with more than 50 branded items, including floor decals, curtains and chairs.

Full story via AdWeek.