Froot Loops World
- Brand
- Froot Loops
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- In-Game
Objective
Froot Loops was losing ground in a shrinking cereal category, with sales velocity down 17.7%, and needed to make its mascot Toucan Sam matter to a new generation of kids who don't watch TV ads. The brand set out to turn a cartoon spokesbird into a character Gen Alpha would actually seek out and talk about.
Solution
Players find their way in three ways: scanning a QR code on the cereal box at breakfast, following the map printed on the box's back panel, or jumping through a ring-shaped portal that drops out of the sky inside three of Roblox's most popular games. Landing in Froot Loops World, players pick a colored biome — red, yellow, purple, green, orange or blue, one for each Froot Loops ring — from a central hub and set off to recover rings that have gone missing, working through obstacle courses (obbys) built into snowy mountains, green canyons, orange caves and blue tropical islands. Along the way they help out Toucan Sam, clear the obstacle runs, and earn new abilities plus outfits and accessories to deck out their avatar. New biomes have kept arriving as updates, so a returning player always has a fresh course to run and more of the world map to fill in.
Results
The game topped 8.3 million visits and, per platform tracking, over 13.2 million all-time play sessions with 18,810 favorites. The ring-portal takeover of top Roblox games drove 6 million impressions a day. Sales velocity grew 27.4% and stayed up for 48+ consecutive weeks after launch, reversing the brand's prior 17.7% decline, and Froot Loops was named the #1 branded game on Roblox. In post-campaign research, 60% of surveyed kids called Froot Loops a "fun brand."
- 1
The player enters by scanning a QR code on a Froot Loops cereal box, which links out to the Roblox experience, or by jumping through a ring-shaped portal that falls from the sky while playing another popular Roblox game.
- 2
The game opens in a Roblox kitchen where the player finds an empty cereal box; mascot Toucan Sam then teleports in through a portal, explains that all the Froot Loops rings in the world have vanished, and leads the player through a portal into the game world to help find them.
- 3
A central hub lets the player pick which of six color-coded biomes to visit next: red, yellow, purple, green, orange, or blue.
- 4
Inside a biome, Toucan Sam offers a menu of about ten obstacle courses of varying length and difficulty; the player picks one and runs it, collecting Froot Loops rings along the way and at marked checkpoints that also save progress, while navigating memory-based hazards such as platforms that hold weight versus ones that collapse after a single jump.
- 5
Rings collected on each course assemble into the missing pieces of giant Froot Loops and rainbow rings, advancing the story of restoring what went missing.
- 6
Completing courses earns the player special movement powers that change how they traverse later obstacle courses.
- 7
The player also unlocks virtual clothing and accessories that get applied to their Roblox avatar and carry over outside the game.
- 8
Each biome swaps in its own setting and obstacle set: the purple biome climbs the snowy Mount Looperest, the green biome winds through Froot Loop canyons, and the orange biome runs through caves and mine shafts.
- 9
The blue biome trades standard obstacle courses for tropical-island minigames, including riding an inner tube down a lazy river and skimming across the sea, plus side quests to round up scattered hermit crabs, fish for blue Froot Loops rings, and piece together a torn treasure map.
- 10
Finishing a biome sends the player back to the central hub to choose the next color; since the world has grown through updates, returning players find additional biomes and items beyond what was there before.
