E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with Marketing Dive.

The initiative, powered by Walmart, includes a virtual kiosk where U.S. consumers aged 13 and older can purchase a physical, limited-edition E.l.f. Up! Pets Hoodie, an exclusive item meant to celebrate the brand’s commitment to being cruelty free.

Users can also purchase a selection of other physical products and receive additional digital items, called a “virtual twin,” for use on the platform. The move sees E.l.f. continuing to bet on its Roblox experience, launched in late 2023, as a way to reach younger consumers.