Kellogg’s Makes First Foray into Blockchain Gaming with Pop-Tarts Characters in Blankos Block Party

Kellogg’s has partnered with Mythical Games to create a set of NFT characters based on Pop-Tarts for Blankos Block Party.
Image source: Mythical Games

Quick take:

  • Blankos Block Party is a multiplayer blockchain game styled like a giant block party.
  • The in-game NFTs represent avatar designs and accessories that can be bought and sold on Mythical Games’ web shop.
  • With its foray into blockchain gaming, Kellogg’s Pop-Tart brand is aiming to drive engagement with Gen-Z consumers who are less familiar with the product.

Kellogg’s has made its first foray into blockchain gaming as it partnered with Mythical Games for NFT characters based on Pop-Tarts for Blankos Block Party. 

Blankos Block Party is a multiplayer blockchain game styled like a giant block party, with in-game NFTs that represent avatar designs and accessories that can be bought and sold on its marketplace.

In Blankos Block Party, players can jump into an immersive social party game where they play with and against friends in racing, vibe collection, shooting, and brawl game modes. They can also rack up rewards and secure the rarest collectibles to build their collection.

For its first UK brand campaign in two decades, Kellogg’s Pop-Tarts brand has collaborated with Mythical Games to create a set of NFTs within the game with collectable and tradeable Pop-Tart-based characters called Hip Pop, Punk Pop and Glam Pop.

Kellogg’s has identified gaming as a key passion of Gen-Z and with its foray into blockchain gaming, Pop-Tart is aiming to drive engagement with the demographic of consumers between the ages of 18-24 who are less familiar with the product.

“We’re very excited to taking 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,” said Emer Hayes, Kellogg’s Pop-Tarts brand lead.

The activation was overseen by integrated marketing and agency services company, Dentsu UK&I, alongside DENTSU CREATIVE and Carat – Kellogg’s UK media agency. It is the first Web3 campaign by Kellogg’s in Europe.

Alex Hamilton head of innovation at Dentsu Creative, said: “This is a match made in metaverse heaven. We’re proud to work in partnership with Mythical Games’ signature title, Blankos Block Party to take Pop Tarts into this virtual world. Both are vibrant brands that fit well together on a number of levels.”

Kellogg’s will measure the success of Pop-Tarts’ presence in Blankos Block Party across a number of metrics, including the number of Blanko NFTs sold, the percentage of players who play the Popified level, and the percentage of players who visit Pop-Tarts Blankos in-store.

In September, Blankos Block Party launched on Epic Games Store, making it the first blockchain game to be listed on the gaming marketplace of Fortnite’s creator.

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