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Kellogg’s and Mythical Games Team Up To Create Characters Based On Pop-Tarts For Blankos Block Party

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Kellogg’s partners with Mythical Games to create characters based on Pop-Tarts for Blankos Block Party. This is apparently Kellogg’s first UK brand campaign in two decades, the assets are Pop-Tart-based characters called Hip Pop, Punk Pop, and Glam Pop. The project is being overseen by integrated marketing and agency services company, Dentsu UK&I, alongside DENTSU CREATIVE and Carat. It is also apparently the first web3 campaign by Kellogg’s in Europe.

Blankos Block Party is a multiplayer blockchain game styled like a giant block party, with in-game assets 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.

Emer Hayes, Kellogg’s Pop-Tarts brand lead, stated in a press release: 

“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.”

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