My Little Pony makes debut on the metaverse with Roblox

Hasbro's My Little Pony will be galloping into Roblox activations with its new metaverse game, "Visit Maritime Bay" to mark its new episode releases of My Little Pony: Make Your Mark on Netflix. Upon entering the game, players' Roblox avatars will undergo a magical transformation into a customisable pony avatar, this feature is unique to the "Visit Maretime Bay'' experience that enables fans to go beyond the screen and fully immerse themselves in the world of My Little Pony.

The virtual game recreates this child-friendly franchise series setting of Maretime Bay, a seaside town destination where everyone is welcome, and self-expression runs free.

Jessica Murphy, SVP entertainment brand marketing at Entertainment One, said My Little Pony showing up in the metaverse was already imagined by the company and it wanted to stick to its rooted values in friendship and self-expression.

“We're pushing what's possible on Roblox through a novel experience that allows kids and their parents to transform their typical avatar into a Pony, allowing them to become part of the story as they interact with our characters. And, we're focused on ensuring that our fans enjoy Maretime Bay in a free, safe environment," Murphy added. Hasbro created Roblox to have its own premium feature or Robux, that players use to redeem and buy customisations of their avatar.

Players are free to explore many activities that Roblox activations have to offer with their customised pony, from collecting crystals to taking selfies with the Mane 5 ponies. Plus, they can earn badges inspired by the ponies' cutie marks by playing a series of minigames and exploring Maretime Bay - which draw upon the unique personality traits of the show's beloved characters.

On the other hand, players can also "earn their wings" and other limited-edition accessories for their Roblox avatar's inventory such as the "Sparky the Dragon" shoulder pet, allowing them to continue their self-expression outside of the "Visit Maretime Bay" game.

According to the statement, coinciding with the "Visit Maretime Bay" campaign, Hasbro is furthering My Little Pony's brand promise of friendship and self-expression by supporting organisations that boost the confidence of young girls. My Little Pony will also celebrate girls everywhere by sponsoring Rebel Girls' upcoming Rebel Girls Fest: Be the Change at bookstore events across the US and Canada in October.

Developed in partnership with Media.Monks, the Roblox activation is part of My Little Pony's integrated "Visit Maretime Bay'' campaign, which positions the fictitious show’s location as the hottest new vacation spot that families can visit without leaving home.

The campaign also includes Tripadvisor, as part of the partnership and marks the first time that it has partnered with a kids' entertainment brand. Maretime Bay is actually listed as an actual family vacation destination with attractions on its platform, that one can experience by watching the series on Netflix. Plus, parents can look out for "Visit Maretime Bay" creative ads for the My Little Pony: Make Your Mark series in their social feeds via TripAdvisor and My Little Pony handles.

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