The American Egg Board (AEB) has introduced a new in-game experience on the Roblox platform, called the “Tower of Eggs,” available from November 12, 2024, through February 5, 2025. This activation, part of the AEB’s ongoing “Meant to be Broken” campaign, is designed to engage Millennials and Gen Z users, who are prominent players on Roblox. The Tower of Eggs pop-up offers players an opportunity to explore and create egg-based recipes through an interactive, four-level obstacle course, highlighting the versatility of eggs.
Players will encounter popular Roblox “obby” games (obstacle courses) as they complete challenges related to various egg recipes, including dishes like Sausage, Egg and Cheese Roll-Ups and Ramen Carbonara. Each level in the Tower of Eggs represents a unique recipe, requiring players to gather ingredients and navigate kitchen-themed obstacles. Throughout the course, players can unlock power-ups by cracking eggs, which provide boosts and help them progress through the levels. Completing these challenges awards players egg-themed accessories for their avatars, such as egg-inspired shades and helmets.
The Tower of Eggs will be featured in several Roblox games during the campaign, appearing in titles such as “Pull A Friend,” “Duck Army,” and “Ultimate Easy Obby,” among others. This initiative by the AEB is noted as the first Roblox activation created by a national commodity checkoff organization and was developed in collaboration with Talmont, a gaming strategy consultant, and Super League, a content experience publisher.
Sunny Choi, a notable figure in the sport of breaking and an ambassador for the AEB, will appear as a non-playable character in the game. She guides players through the Tower of Eggs, offering encouragement and egg-related tips throughout their journey.
Talmont’s Steve Bava commented on the significance of brands participating in gaming culture, suggesting that initiatives like the Tower of Eggs allow the AEB to create a lasting connection with younger audiences. Matt Edelman of Super League further noted that this activation aligns with Roblox’s collaborative, content-driven environment, enabling millions of users to engage with the campaign in a dynamic way.