e.l.f. Beauty and Walmart testing real-world commerce in Roblox

e.l.f. Beauty has partnered with Roblox to launch a pioneering initiative, blending real-world product purchasing within a virtual gaming environment. This collaboration enables players, specifically in the U.S., to buy a special "Pets Hoodie" that aligns with e.l.f.'s cruelty-free ethos directly through a virtual kiosk powered by Walmart within the Roblox platform.

e.l.f. Beauty is expanding its partnership with Roblox, becoming the first beauty brand to test real-world commerce in the virtual gaming platform. Walmart will power e.l.f.'s new virtual kiosk, where U.S. visitors can purchase a physical hoodie highlighting the brand's cruelty-free products.

e.l.f. Beauty launched its Roblox experience, e.l.f. UP! in November 2023 -- an open-world tycoon-style game built by Supersocial that invites players to develop financial literacy and raise social awareness by creating and running their dream startups.

Since its launch, e.l.f says its Roblox game has had over 12 million visitors and has received a 96% positivity rating from players, to whom the brand has given out over one million free virtual items.

Read more at MediaPost.