Kellogg’s entered the metaverse for the first time in Europe with its own Pop Tarts characters for the popular NFT-based game Blankos Block Party.

Blankos Block Party is an open world multiplayer game with millions of players around the world. It’s styled like a giant party, with a focus on art and custom designing, building, exploring, and preserving your collection of unique and rare ‘Blanko’ characters.

To support its first UK branding campaign in 20 years, the company’s Pop Tarts brand partnered with Mythical Games to create a set of in-game NFTs, including Popified Blanko characters named Hip Pop, Punk Pop and Glam. Pop, which are both collectible and tradeable. .

Click here to see activation in action.

Entering this virtual world with NFT characters, Pop-Tarts…