Superdrug has become the first health and beauty retailer to launch a new branded obstacle game titled ‘Superdrug Obby’ on Roblox to celebrate its 60th birthday.

Available now for a limited time, the game consists of three themed obstacle courses based on the retailers own brand ranges: ProCare, Fruity and Solait.

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As a result, players will navigate challenges like dodging spinning electric toothbrushes, bouncing on ProCare toothpaste tubes, and crossing a floss high-wire in the ProCare game.

Meanwhile, in the Fruity game, players will tackle fun fruit-shaped obstacles and vote for their favourite Fruity flavour, whereas, the final game, Solait, quizzes players on their sun care knowledge.

Upon completing all three games, users will enter a virtual Superdrug store to join the 60th birthday celebrations, which includes exploring its concept store, listening to music from the in-store DJ, and winning Superdrug-branded UGCs to customise their avatars.

Superdrug Online Business, Customer and Marketing Director, Matt Walburn, said: “For our 60th Birthday we wanted to celebrate and engage with a demographic that is increasingly drawn to digital entertainment and so we are excited to partner with Roblox and take our first steps into the gaming world.

“The collaboration allows us to introduce a new generation to our brand and interact with them in a way which is more appealing and natural to them.”

Dubit CCO, Andrew Douthwaite, continued: “We are excited to partner with Superdrug as they extend their 60-year celebration with a brand new integration on Roblox.

“Roblox’s immersive platform is perfect for brands like Superdrug to connect with younger audiences in meaningful ways. We’ve loved working with the Superdrug team on this exciting project.”

Superdrug joins brands such as Specsavers, Hilton Hotel and DKNY, which have all appeared in the game recently.