Bomb Pop has returned to Roblox for the second consecutive year. In partnership with Moonrock, the brand has launched Camp Bomb Pop so gamers can enjoy virtual summer camp from their homes throughout August.

Following the success of its Restaurant Tycoon 2 integration last year, Bomb Pop will now give users a unique digital camp experience in Roblox's popular role-playing game, Bayside High School, which has 330 million-plus visits. The integration will grant gamers access to limited-edition Bomb Pop items, such as red, white, and blue kayaks, grills, hammocks, and tents, to role-play and decorate their lockers.

Influencers Kat Buno and Lana Rae, with a combined follower count of 6m, will support Camp Bomb Pop with pre- and post-launch content across TikTok and YouTube. Best known for their Roblox personas, Kat and Lana will showcase the perfect summer pairing of gaming and eating Bomb Pop through their content.

"By collaborating with the popular gaming platform to create in-game experiences and leveraging innovative technology to enhance user engagement and brand visibility within the gaming community, we can strengthen our relationship with Gen Z and Gen Alpha consumers," said Senior Brand Manager of Bomb Pop Alnese Thomas.

"Camp Bomb Pop provides us with an opportunity to capture the attention and enthusiasm of young gamers where they already spend most of their time during the summer months in the metaverse. Bomb Pop is already naturally associated with summer fun, so we're excited to surprise and delight consumers with this activation," continued Thomas.