Kellogg’s launched its first UK Pop Tarts campaign in 20 years, in the metaverse.

Several branded characters have been created for the open-world multiplayer game Blankos Block Party, which can be collected and traded.

The company said that by entering “this virtual world” with the non-expendable token (NFT) characters, called Hip Pop, Punk Pop and Glam Pop, it hopes to appeal to Gen Z consumers ages 18-24 who they are less familiar with the brand.

Blankos Block Party, created by Mythical Games, allows players to play together and against their friends in various game modes and build their own levels without any coding skills. It launched in September on the Epic Games Store, the company behind Fortnite, becoming the first blockchain game to…