Kellogg’s and Blankos Block Party enter the Metaverse


  • Kellogg’s and Blankos Block Party enter the Metaverse.
  • Kellogg’s has developed a collection of NFTs for ‘popified’ characters and integrated it with Blankos Block Party.
  • This collaboration is done to celebrate 100 years of cereal in the UK Market.

With the holiday season coming up, Kellogg’s UK has started the month with a fun side and entered the Metaverse. Debuting with a collection of popified characters, Kellogg’s has confirmed the integration of its famous open-world Blankos Block Party in the Metaverse.  

Launched in 2020, The Blankos Block Party is an open-world multiplayer video game that allows users and players to play with their friends in real-time without coding knowledge. The primary target market of the game is youth between the age of 18-24. 

For the upcoming holiday season, the mythical game has teamed up with Pop-Tarts to amplify the brand camping among the targeted youths. The idea is to create a set of NFTs dubbed Hip Pop, Pink Pop, and Glam Pop. 

Additionally, the Block Party Metaverse is a game to promote individuality and self-expression and offers fun among the youth. Emer Hayes, Kellogg’s Pop-Tart brand lead, said,

We’re very excited to take Pop-Tarts into the Metaverse, a first for Kellogg’s in the UK. Pop-Tarts is a fun brand, and by creating NFT characters for a playful virtual world, we can better engage with people, particularly Gen Z consumers.

The game is currently free of cost for the players on Epic Games Store. The New NFT marks celebrating 100 years of cereal in the UK Market.