Elf First Beauty Brand Tests Walmart’s Social Commerce Capabilities on Roblox

Cosmetic brand elf introduces a limited edition physical product to the virtual world, which will be available for purchase through a new Walmart offering.

Thanks to the extended cooperation with RobloxThe company has added real-life shopping as part of its immersive elf UP! experience on the platform. The social commerce initiative leverages Walmart’s new capabilities, which let users buy store items through a virtual kiosk in Roblox and have them delivered to their door. The experience opens a browser window in Roblox that mimics Walmart’s e-commerce process.

Walmart first piloted the offer in May with three Roblox creators — Sarabxlla, MD17_RBLX, and Junozy. The company tasked them with designing virtual versions of three physical Walmart products. Roblox did not receive a percentage of those sales and will instead act as a new revenue stream partner for the retail giant, according to Digi Day.

elf claims to be the first beauty brand to test real-world trading with Walmart in a game-creation system.

Visitors ages 13 and older will be able to purchase an UP! Pets hoodie, as well as lip balms, oils, and sunscreen. Eligible purchasers will also receive a “virtual twin” of the item to use in Roblox.