Kellogg’s partners with Mythical Games

Pop-Tart-based characters will be integrated into Blankos Block Party’s open-world multiplayer game.

The food manufacturing company Kellogg's has entered the world of blockchain gaming by partnering with Mythical Games.

This collaboration for Kellogg’s stands as its first UK brand campaign in two decades. The company will work with Mythical Games to create a set of NFTs with collectable and tradeable Pop-Tart-based characters for the multiplayer blockchain game Blankos Block Party.

The characters' names will be centred around the toasted pastry and titled Hip Pop, Punk Pop and Glam Pop.

Blankos Block Party supports in-game NFTs representing avatar designs that can be bought and sold on a marketplace where gamers can play in an immersive social party experience.

“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”, said Kellogg’s Pop-Tarts brand lead, Emer Hayes.

Kellogg's has identified gaming as a popular avenue and passion for gen-z individuals. The company hopes that the new step into blockchain gaming with Pop-Tarts will help drive engagement with gen-z consumers ages 18-24.


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Written by Isabella Aslam


Isabella is an experienced writer in B2B and B2C journalism. Alongside crypto, Isabella writes and discusses the topics of relationships and psychology. Isabella holds a first-class degree in music journalism and often interviews electronic artists and DJs.

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