Walmart claims a first as SpongeBob SquarePants fans head into 25th anniversary augmented reality experience

The first of three collectible free SpongeBob virtual items is now exclusively available at Walmart when customers purchase a Roblox gift card in-store or online during the month of October.

This month, SpongeBob fans will be able to unlock the Rainbow SpongeBob back accessory for their Roblox avatar. Additional free virtual items will drop in November and December, including a Jellyfish Surfing Patrick & Clarineting Squidward, respectively.

And to celebrate the free virtual items and 25th anniversary of SpongeBob, Walmart is inviting fans to go underwater in Bikini Bottom with the reskin of its Walmart Discovered augmented reality experience.

People will be able to see the free virtual item, complete a quest for free UGC, and try on and buy seasonal UGC.

Justin Breton, Head of Brand Marketing Innovation at Walmart, says: “This is the first time any brand has partnered with an IP to provide a series of collectible free virtual items with the purchase of a Roblox gift card, bringing this fandom something special for the holiday season.”

“And a shoutout to our partners at Paramount and Nickelodeon for their enthusiasm and willingness to do something new & exciting for our customers and their fans of SpongeBob.”

2024 RTIH INNOVATION AWARDS

Augmented reality is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.