Bridging Digital and Physical: Walmart, Imprint Engine & Roblox

3 Key Insights

Partnering with creator Rush Bogin to authentically replicate virtual items in the real world resonated with the Roblox audience.

Imprint Engine’s agility in managing logistics, creative vision, and technical requirements made this initiative possible within an ambitious timeline.

A mutual commitment to success between Walmart and Imprint Engine underpinned the project’s achievements.

Summary

Walmart, continually seeking innovative ways to engage the next generation of consumers, identified Roblox as a key platform to connect with younger, tech-savvy audiences. In a first-of-its-kind collaboration, Walmart partnered with Crush Brands and Imprint Engine to launch a product bridging digital and physical worlds: a backpack inspired by a popular Roblox virtual item, designed by Roblox creator Rush Bogin, alongside matching skateboard keychains that existed both in-game and in real life. Due to strong communication & collaboration between Walmart, Imprint Engine & Roblox creator Rush, this project paved the way for future phygital endeavors.

Key Problems

Targeting a Unique Audience: Capturing the attention of Roblox users required authentic and culturally relevant design.

Creative Vision Realization: Balancing the creator’s detailed artistic vision with Walmart’s standards for mass production was a tightrope walk.

Speed and Logistics: The project had to be completed within a short timeline given the complexities of sourcing, design, and production.

Marketplace Navigation: Listing and launching the product on Walmart.com required expert knowledge of legalities, pricing regulations, and platform intricacies.

Solutions

Creative Integrity: Imprint Engine collaborated closely with Rush and Walmart to ensure the backpack and keychains met both aesthetic and practical expectations, reflecting Rush’s digital designs in physical form.

Operational Expertise: Leveraging direct relationships with overseas manufacturers, Imprint Engine streamlined the production process, delivering the final product on time without compromising quality.

Marketplace Mastery: Imprint Engine’s dev team managed the technical requirements of Walmart.com Marketplace, ensuring compliance and a seamless listing process.

End-to-End Management: Acting as a one-stop shop, Imprint Engine oversaw every detail—from sourcing to launch—freeing Walmart to focus on strategic objectives.

Results

Buzz at RDC: The backpack’s launch at the Roblox Developers Conference (RDC) created a cultural moment, resonating deeply with the Roblox community.

Seamless Execution: Walmart credited Imprint Engine’s comprehensive expertise for delivering a smooth project experience.

Future Opportunities: As a pioneering effort, this collaboration set the stage for potential future projects aimed at bridging digital and physical worlds.

We were very excited to partner with Imprint Engine, bring them into the fold, and create a product in partnership with a Roblox creator that really drove that Roblox fandom crazy. The biggest value they brought was their expertise from start to finish… They really were a one-stop shop for us, and that is what made it such a success. Justin Breton Walmart