American Egg Board Launches ‘Tower of Eggs’ Activation in Roblox, Featuring Obstacle Gameplay and Recipe Challenges

CHICAGO, Dec. 12, 2024 (GLOBE NEWSWIRE) — America’s Egg Farmers’ first-ever game activation engages players through obstacle course gameplay, egg bonuses and game recipes.

The American Egg Board (AEB) today announced the launch of a first in-game activation exclusively in Roblox, an immersive gaming and creation platform: an “Egg Tower” pop-up filled with a dozen delicious egg recipes.

Featured in the popular Roblox obby (obstacle course) games until February 5, 2025, it’s a never-before-seen way for players to explore the limitless potential of eggs to fuel their day and gameplay!

With the challenge of preparing recipes such as sausage, egg and cheese rolls and ramen carbonara, players will run, jump and blast their way through a four-level tower-shaped obstacle course, each representing a real egg recipe made with the necessary ingredients and cooking utensils. to complete the dish. As they navigate the course, players can unleash power-ups by cracking eggs open and exploring their incredible possibilities. When successful, players will receive limited-time player gear for their Roblox avatar wardrobe: egg-inspired accessories, of course, including sunglasses, an Eggplorer helmet, and a yellow hero cape .

The Tower of Eggs pop-up will appear in the following games on Roblox:

• Color or Matrix (December 10 – 20, 2024)

• 1% Win Obby (December 20, 2024 – January 7, 2025)

• Ultimate Easy Obby (January 7 – 21, 2025)

• Chill Obby (January 21 – February 5, 2025)

American Egg Farmers and The Incredible Egg’s Tower of Eggs pop-up is the latest expansion of their ‘Meant to be Broken’ campaign, allowing people to break rules and routines, indoors and outdoors. outside the kitchen. AEB’s target audience of millennial and Gen Z consumers are enthusiastic fans of video games.

“We’re excited to invite players to the Tower of Eggs pop-up, where they might be surprised to find that their mission to master a basic cheese quiche is fun, easy, and inspires their next meal,” shares Ed Hoffman , vice president of marketing and communications. at the AEB. “By leveraging the fast, challenging and fun Roblox platform, we are engaging a new generation of egg fans in an immersive and memorable experience.”

Sunny Choi, who made history as the first American invited to compete in the global sport of station wagon at the 2024 Summer Games and “eggficionado”, fittingly appears as an NPC (non-playable character) delivering a message about breaking into the incredible power of eggs. “Sunny guides players through the Egg Tower, sharing egg jokes and encouraging them on each dish,” says Hoffman.

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