Walmart announced its first two Roblox experiences on September 26, 2022: Walmart Land, built around fashion, beauty, style and music, and Walmart’s Universe of Play, a toy-themed destination with games and virtual collectibles. They were announced together, but designed for different kinds of play.
What Walmart announced in 2022
Walmart’s September 26, 2022 announcement introduced both experiences as ways to bring the retailer into Roblox through entertainment and games. William White, Walmart U.S. chief marketing officer, described the aim as “creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play.” Walmart’s announcement also cited more than 52 million Roblox daily users at the time; that was a historical figure, not a current audience count.
How the two Roblox worlds differed
| Experience | Theme | Announced activities | Rewards and items |
|---|---|---|---|
| Walmart Land | Fashion, style, beauty, music and entertainment | Avatar fashion activities, games, an interactive piano walkway, a dance challenge, a pose challenge, a virtual dressing room, a Ferris wheel and a motion-capture concert event planned for October 2022 | An avatar merchandise store and in-experience tokens that could be redeemed for avatar goods, as reported by TechCrunch |
| Walmart’s Universe of Play | Toy play and entertainment properties | Five announced games featuring L.O.L. Surprise!, Jurassic World, PAW Patrol, Magic Mixies and Razor Scooters; a Walmart blimp was also described as dropping toys and virtual mobility items | Collectible virtual toys and in-experience currency to earn avatar goods |
The comparison reflects the experiences’ announced designs, not measured engagement or proof that every feature stayed unchanged after launch. In contemporaneous coverage, TechCrunch’s report described mechanics such as the avatar Hub Store, token redemption and toy-themed challenges.
What players were meant to do
Walmart Land: style and entertainment
Walmart Land framed Roblox as a fashion-and-entertainment space. Visitors could explore style-focused activities and games, take part in dance and pose challenges, and browse digital avatar merchandise—described in Walmart’s announcement as “verch.” The planned October 2022 motion-capture concert event extended that entertainment theme beyond dressing up and exploring.
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Universe of Play: games and collecting
Universe of Play centered on play tied to named toy and entertainment properties. Its announced five games and virtual toy collecting gave the experience a more overtly game-like loop: take on challenges, collect digital items and earn in-experience currency for avatar goods. These rewards were virtual Roblox items, not physical toys.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What came later—and what remains uncertain
Walmart announced Walmart Discovered on September 26, 2023, a separate community-oriented Roblox experience for finding games, creators and virtual items. Walmart said it was available to users aged 13 and older and described a nomination system and creator monetization through Robux. It was a later project, not a third name for either of the 2022 worlds. Walmart’s 2023 announcement outlines that experience.
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Roblox announced Commerce APIs for physical-product purchases in eligible experiences on May 15, 2025, initially for U.S. users aged 13 and up, with Shopify as its first integrated partner. That platform development does not show that buying physical products was part of Walmart Land or Universe of Play at launch. Roblox’s commerce announcement describes the later capability.
The available sources do not establish whether Walmart Land or Universe of Play is playable today, or whether their original activities and events continued unchanged after launch. Their present availability should not be assumed from the 2022 announcement.
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