Растишка: "Планета растизавров" - метавселенная в Roblox

Objective

Rastishka, a Russian children's dairy brand by Danone, underwent a major rebranding introducing new mascot characters called Rastizavrs. The campaign aimed to introduce these mascots and updated visual identity to children through an immersive digital platform while leveraging Roblox as a sustained engagement channel, with product packaging QR codes directing players to the metaverse.

Solution

DVOR Studio developed a Roblox metaverse world launched July 2, 2025, featuring six distinct themed locations with unique mini-games, scavenger hunts, skateboarding, dancing, and obstacle courses. Players select and customize a Rastizavr character (Rasty, Klipa, Fich, or Dinny) that 'grows' with them throughout gameplay. Core mechanic involves collecting 'calcium' (Ca) growth points by completing activities and mini-games. User-generated content (UGC) cosmetics are purchasable with Robux, creating engagement loops. Product integration was direct: QR codes printed on Rastishka yogurt packaging link children to the Roblox world, connecting physical products to digital progression and rewards.

Results

The game accumulated 1,249,639+ visits since launch on July 2, 2025. Player rating reached 82% with 550 upvotes and 113 downvotes on RobloxGo platform.