TLL Staff
Perfetti Van Melle is taking its popular Chupa Chups brand into uncharted territory with the launch of Chupa Chups City in The Sandbox.
This colorful, candy-themed virtual playground marks a bold step in the brand’s evolution, the partners say, blending sweetness, fun, and interactivity in an immersive digital experience.
The Sandbox is a leading decentralized metaverse platform and a subsidiary of Animoca Brands.
Set against a vibrant, candy-inspired backdrop, Chupa Chups City invites players to explore a world of thrills, creativity, and collaboration. Participants can collect Chupa Chups flavors, play melodies with the Melody Pops, or team up with others for interactive adventures. Completing challenges within the metaverse unlocks unique rewards, adding an extra layer of engagement to the experience.
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In tandem with the launch, The Sandbox has unveiled exclusive Chupa Chups NFTs, including the Flavor Shades, Cherry Cap, and Lollipop Mask. These items allow users to customize their avatars, creating a more personalized and flavorful journey through the metaverse.
Anna Amat, Area Licensing Manager at Perfetti Van Melle, says team was excited to see the launch of Chupa Chups in a metaverse environment. “We’ve always envisioned what a Chupa Chups world could look like, and thanks to The Sandbox, it’s now a reality,” she said. “The platform has brilliantly captured our brand’s essence of color, fun, and positivity, extending it into a dynamic, interactive realm.”
To generate some buzz ahead of the launch, The Sandbox hosted a Chupa Chups Game Jam, inviting developers worldwide to create their own Chupa Chups-inspired virtual environments. The competition saw a high level of participation, and the partners say many of these user-created experiences will soon be integrated into the broader Chupa Chups City adventure.
A New Chapter for Chupa Chups
Launched during The Sandbox’s Alpha Season 4 on November 20, Chupa Chups City represents Perfetti Van Melle’s latest innovation in leveraging the metaverse to connect with global audiences. Players can now explore this digital confectionery universe anytime, immersing themselves in the unmistakable charm and playfulness of Chupa Chups.
The Chupa Chups City experience also underscores a growing trend of brands harnessing metaverse platforms to create interactive consumer experiences. With this venture, Perfetti Van Melle joins the ranks of prominent names like Gucci, Snoop Dogg, and Warner Music Group that have embraced The Sandbox to reimagine engagement in the digital era.
The Sandbox is an early player and trailblazer in the metaverse space. It combines gaming, entertainment, and user-generated content with web3 technology, enabling players and creators to own and monetize their digital assets. The platform has partnered with over 400 brands thus far, including major global brands like Ubisoft, Paris Hilton, and The Smurfs.
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