Gamers Scramble Their Way Through The American Egg Board's "Tower of Eggs" Pop-up in Roblox
The American Egg Board (AEB) has launched its first gaming activation on Roblox platform: the 'Tower of Eggs' pop-up featuring twelve egg recipes. Running through February 5, 2025, players navigate a four-level obstacle course representing real egg recipes, collecting power-ups and earning egg-themed avatar accessories. The activation will appear across six different Roblox games, including Pull A Friend, Duck Army, and Color or Die. This initiative, part of the 'Meant to be Broken' campaign, features Sunny Choi as an NPC and marks the first Roblox activation by a national commodity checkoff organization. The project was developed in partnership with Talmont and Super League (Nasdaq: SLE).
Il Consiglio Americano delle Uova (AEB) ha lanciato la sua prima attivazione nel mondo dei giochi sulla piattaforma Roblox: 'Tower of Eggs', un pop-up che presenta dodici ricette a base di uova. Fino al 5 febbraio 2025, i giocatori devono affrontare un percorso ad ostacoli su quattro livelli che rappresenta ricette reali con le uova, raccogliendo potenziamenti e guadagnando accessori per l'avatar a tema uovo. L'attivazione sarà visibile in sei diversi giochi di Roblox, tra cui Pull A Friend, Duck Army e Color or Die. Questa iniziativa, parte della campagna 'Meant to be Broken', presenta Sunny Choi come NPC ed è la prima attivazione su Roblox da parte di un'organizzazione nazionale di controllo delle commodity. Il progetto è stato sviluppato in collaborazione con Talmont e Super League (Nasdaq: SLE).
La Junta Americana de Huevos (AEB) ha lanzado su primera activación en el mundo de los videojuegos en la plataforma Roblox: 'Tower of Eggs', un pop-up que presenta doce recetas de huevos. Disponible hasta el 5 de febrero de 2025, los jugadores navegan a través de un curso de obstáculos de cuatro niveles que representa recetas reales con huevos, recolectando potenciadores y ganando accesorios para sus avatares con temática de huevos. La activación aparecerá en seis diferentes juegos de Roblox, incluyendo Pull A Friend, Duck Army y Color or Die. Esta iniciativa, que forma parte de la campaña 'Meant to be Broken', presenta a Sunny Choi como NPC y marca la primera activación de Roblox por una organización nacional de verificación de productos básicos. El proyecto fue desarrollado en colaboración con Talmont y Super League (Nasdaq: SLE).
미국 계란 위원회(AEB)는 로블록스 플랫폼에서 첫 게임 활성화를 시작했습니다: 'Tower of Eggs' 팝업에는 12개의 계란 레시피가 포함되어 있습니다. 2025년 2월 5일까지 진행되며, 플레이어는 실제 계란 레시피를 대표하는 4단계 장애물 코스를 탐색하고, 파워업을 수집하고 계란 테마의 아바타 액세서리를 얻습니다. 이 활성화는 Pull A Friend, Duck Army 및 Color or Die를 포함한 6개의 다양한 로블록스 게임에서 나타날 것입니다. 'Meant to be Broken' 캠페인의 일환으로 진행되는 이 이니셔티브는 NPC로써 써니 최를 특징으로 하며, 국가 상품 검사 기관의 첫 로블록스 활성화를 의미합니다. 이 프로젝트는 탈몽(Talmont) 및 슈퍼 리그(Super League)(Nasdaq: SLE)와 협력하여 개발되었습니다.
Le American Egg Board (AEB) a lancé sa première activation de jeu sur la plateforme Roblox : le pop-up 'Tower of Eggs' présentant douze recettes à base d'œufs. Jusqu'au 5 février 2025, les joueurs naviguent dans un parcours d'obstacles en quatre niveaux représentant de vraies recettes à base d'œufs, collectant des bonus et gagnant des accessoires d'avatar sur le thème des œufs. L'activation apparaîtra dans six jeux différents sur Roblox, notamment Pull A Friend, Duck Army et Color or Die. Cette initiative, faisant partie de la campagne 'Meant to be Broken', met en avant Sunny Choi en tant que personnage non jouable (NPC) et marque la première activation sur Roblox d'une organisation nationale de contrôle des produits de base. Le projet a été développé en partenariat avec Talmont et Super League (Nasdaq: SLE).
Das American Egg Board (AEB) hat seine erste Gaming-Aktivierung auf der Roblox-Plattform gestartet: das 'Tower of Eggs' Popup mit zwölf Eier-Rezepten. Bis zum 5. Februar 2025 navigieren die Spieler durch einen vierstufigen Hindernisparcours, der echte Eier-Rezepte darstellt, sammeln Power-ups und verdienen Accessoires für ihre Avatare im Eier-Design. Die Aktivierung wird in sechs verschiedenen Roblox-Spielen erscheinen, darunter Pull A Friend, Duck Army und Color or Die. Diese Initiative, Teil der Kampagne 'Meant to be Broken', hat Sunny Choi als NPC und markiert die erste Roblox-Aktivierung einer nationalen Commodity-Checkoff-Organisation. Das Projekt wurde in Zusammenarbeit mit Talmont und Super League (Nasdaq: SLE) entwickelt.
- First-mover advantage in gaming space for commodity organizations
- Strategic partnership with Super League (SLE) for content distribution
- Targeting key demographic segments (Millennials and Gen Z)
- None.
Insights
This gaming activation, while innovative for the agricultural sector, has minimal direct impact on Super League's (SLE) financial outlook. The partnership with the American Egg Board represents a content creation and publishing deal, but the scope and monetary value aren't disclosed. While it demonstrates Super League's ability to execute branded gaming experiences and potentially attract similar partnerships, the company's micro-cap status (
The campaign's multi-month rollout across six different Roblox games shows strategic platform diversification, but without specific revenue figures or user engagement metrics, its financial impact remains speculative. For investors, this represents incremental business development rather than a transformative deal.
First-ever gaming activation from America's egg farmers engages gamers through obstacle course gameplay, egg power-ups and in-game recipes.
Featured in popular Roblox obby (obstacle-course) games now through February 5, 2025, it's an uneggspected way for players to explore the unlimited potential of eggs to fuel their day—and gameplay!
With a challenge to make recipes like Sausage, Egg and Cheese Roll-Ups and Ramen Carbonara, players will run, jump and duck their way through a four-level tower obstacle course, each representing a real egg recipe comprised of ingredients and kitchen tools needed to complete the dish. As they run the course, players can unleash power-ups by breaking open eggs and cracking into their amazing possibilities. When they reach success, players will be awarded limited-time player gear for their Roblox avatar wardrobe: egg-inspired accessories, of course, including sunny-side shades, eggsplorer helmet and yolk hero cape.
The Tower of Eggs pop-up will be appearing in the following games across Roblox:
- Pull A Friend (Nov. 12 – 26, 2024)
- Duck Army (Nov. 26 – Dec. 10, 2024)
- Color or Die (Dec. 10 – 20, 2024)
1% Win Obby (Dec. 20, 2024 – Jan. 7, 2025)- Ultimate Easy Obby (Jan. 7 – 21, 2025)
- Chill Obby (Jan. 21 – Feb. 5, 2025)
The Tower of Eggs pop-up from America's egg farmers and The Incredible Egg is the latest extension of their "Meant to be Broken" campaign, empowering people to break the rules and routines, inside and outside the kitchen. The AEB's target audience of Millennial and Gen Z consumers are enthusiastic gaming fans.
"We are excited to invite players to the Tower of Eggs pop-up, where they may be surprised 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 tapping into the fast-paced, challenging and entertaining Roblox platform, we are engaging a new generation of egg fans in an immersive and memorable moment."
Sunny Choi, who made history as the first
The Tower of Eggs marks the first-ever Roblox activation brought to players by a national commodity checkoff organization and was created in partnership with Talmont, a gaming planning and strategy consultant, and Super League (Nasdaq: SLE), a leading creator and publisher of content experiences and media solutions across the world's largest immersive platforms.
"Brands entering the gaming space are engaging in culture, creating experiences and building communities that transcend traditional marketing," noted Steve Bava, strategy lead for Talmont. "The American Egg Board is leaning into gaming, a crucial shift for connecting eggs with the future."
"The AEB was quick to recognize and embrace the power of tapping into the unbounded creativity that thrives within Roblox games," said Matt Edelman, President and Chief Commercial Officer of Super League. "It has been a pleasure to partner with the AEB to bring a modular content experience to life that will reach millions of players across so many popular titles on the platform."
Players interested in fueling their IRL gameplay can explore the featured recipes and meal inspiration at MeantToBeBroken.org and follow for more on TikTok and Instagram.
About the American Egg Board (AEB)
Home of The Incredible Egg, the American Egg Board (AEB) supports America's egg farmers in its mission to increase demand for
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SOURCE American Egg Board
FAQ
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