Ice pop brand Bomb Pop has made its foray into the metaverse through a partnership with Roblox, the popular online gaming platform. This collaboration marks the first time that Roblox’s Restaurant Tycoon 2 game has joined forces with the Bomb Pop brand. In this virtual restaurant simulator, players can unlock limited edition virtual snacks by making virtual sales within the game.
Bomb Pop, known for its iconic rocket-shaped red, white, and blue ice pops, has been delighting customers since 1955. As part of the Wells Enterprises family brands, Bomb Pop became an independent operating company of the Ferrero Group after an acquisition last year.
According to Alnese Thomas, senior brand manager of Bomb Pop, the brand is excited to bring the fun and creativity of Bomb Pop to the virtual world. The partnership with Restaurant Tycoon 2 opens up new opportunities to introduce Bomb Pop to a wider audience. Through this collaboration, players can not only offer virtual Bomb Pop snacks on their menus but also purchase themed virtual elements for their restaurants.
Bomb Pop’s entry into the metaverse follows a trend of brands exploring virtual worlds. Companies such as Mondelēz International, Heineken, PepsiCo, Carrefour, and Walmart have also invested in virtual environments to engage with shoppers, particularly targeting the Generation Z demographic.
The metaverse provides an immersive way for brands to connect with consumers and engage them on their own terms. With Bomb Pop’s virtual presence on Roblox’s Restaurant Tycoon 2, the brand aims to captivate players and bring the joy of Bomb Pop to this digital ecosystem.