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Pedigree Launches Metaverse Experience To Help Dogs Find Homes

Milestone Date: January 25, 2023


Pedigree, the pet food maker that’s part of the Mars family of brands (also the creator of the Starburst Juicyverse) has introduced the Fosterverse. Through the Fosterverse activation, individuals will have the opportunity to become virtual dog foster parents within the Decentraland metaverse platform.

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Mars Petcare Pedigree FosterverseMars Petcare Pedigree Fosterverse

Users who own virtual land in Decentraland can select a dog from the Adopt a Pet website and create avatars representing these dogs based on their real-life photos. This interactive experience allows participants to engage with virtual pets and simulate the act of fostering within the metaverse.

"As the first brand to bring adoptable dogs to the Metaverse, we are proud to be at the forefront of this new virtual reality, supporting our ambition to end pet homelessness," said Jean-Paul Jansen, Vice President of Marketing for Mars Petcare North America. "Both the PEDIGREE brand and PEDIGREE Foundation have long histories of supporting animal shelters and promoting dog adoption, and this program enables people to support deserving dogs in a new way through virtual fostering."

Pedigree will also match donations up to $100,000 toward the PEDIGREE Foundation, which helps fund foster programs for shelters around the country.

By merging the virtual world with real-world pet adoption, the Fosterverse activation aims to raise awareness about the importance of animal welfare and provide a unique and engaging experience for users in Decentraland.

By Elizabeth Morrison

Published:January 25, 2023



Pedigree Unleashes Virtual Fostering in Decentraland to Find Real Dogs Homes


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