Metaverse Collaboration: Spin Master’s Success in the Toy Space through Roblox
Metaverse Collaboration with Roblox
Roblox, the popular metaverse platform, has become a hub for collaborations with various cross-media IP. Spin Master, a leading children’s entertainment company, has capitalized on this trend by partnering with Gamefam and WildBrain to bring its brands to Roblox. The brands include Bakugan, Monster Jam, PixoBitz, and Unicorn Academy, all of which have already made their debut on the platform. Spin Master’s collaborations with Roblox have generated an impressive 1.4 billion brand engagements to date, making it one of the most successful partnerships in the toy space.
Choosing Bakugan and Unicorn Academy for the Metaverse
Spin Master’s EVP and global chief marketing officer, Jeremy Tucker, explains that selecting Bakugan and Unicorn Academy for metaverse experiences was a strategic move to reach kids where they spend a significant amount of their leisure time. The pandemic accelerated the trend of kids socializing and playing on shared community platforms like Roblox. By incorporating their properties and franchises into the metaverse, Spin Master aims to deepen their connection with fans and provide unique virtual experiences.
The Allure of the Metaverse for Bakugan
Bakugan, one of Spin Master’s successful properties, has found success in the metaverse. The franchise launched the Bakugan Rage Runner game on Roblox, which garnered over 75 million plays. In addition, the first-ever full-length episode of Bakugan premiered on Roblox, further immersing fans in the metaverse. This move allowed for a new shared experience for fans and showcased the potential of engaging integrations and experiences on a platform they interact with daily.
Bakugan Brawl Simulator’s Character Selection
The upcoming game, Bakugan Brawl Simulator, will feature a combination of classic and contemporary characters from the Bakugan series. This selection aims to make the game accessible to both older fans who are nostalgic for the classic characters and younger Gen Z and Alpha fans who are discovering new characters in the series.
ROI Opportunities on Roblox
While virtual merchandise sales are a valuable opportunity on Roblox, Spin Master sees even greater potential for return on investment (ROI) through the platform. They leverage the platform to gain real-time insights and feedback from fans, raise awareness for their properties, and drive viewership and word of mouth. Roblox’s large and fast-growing user base provides an ideal environment for immersive experiences and marketing strategies.
Spin Master’s Ambitions and Strategy in the Metaverse
With Roblox being the leading gaming platform for Generation Alpha, Spin Master plans to continue prioritizing the platform to reach their target audience. They strategically collaborate with prominent games on Roblox that align with their franchise audience, creating new metaverse experiences. One recent example is the premiere of the Unicorn Academy movie on Roblox, engaging millions of young fans and combining traditional content and interactive play. Spin Master’s Digital Games creative center also focuses on building player communities and will soon launch mobile games to support their ambitions.
Future Mobile Games and Interactive Experiences
Spin Master is considering the development of mobile games to further engage fans. While details about a potential Bakugan mobile game remain undisclosed, the company is currently focused on the launch of the Bakugan game on Roblox. Additionally, their Digital Games creative center is working on a fantasy-adventure game as a companion to the Unicorn Academy series.
Spin Master’s success in the toy space through their partnership with Roblox demonstrates the power of metaverse collaborations. By immersing fans in virtual experiences and leveraging the platform’s broad user base, Spin Master has solidified its position as a leader in the metaverse gaming industry.