Blankos Block Party is an open world multiplayer game in the style of a giant party that allows players to play together and against their friends in various game modes and build their own levels without any coding skills. The focus is on custom art and design, building, exploring, and selecting your own collection of Blanko characters. It has attracted millions of players around the world, but is particularly popular among zoomers (18-24 years old).

To support their first UK branding campaign in 20 years, Pop-Tarts partnered with Mythical Games to create a set of non-expendable token (NFT) characters called Hip Pop, Punk Pop and Glam Pop, who are both collectible as interchangeable. .

By entering this virtual world with NFT characters, Pop-Tarts aims to boost engagement with Gen Z consumers who…