Looking to engage kids where they love to play the most, green motorsports team Envision Racing and the Union of European Football Association are launching new immersive experiences in Roblox.

Envision Racing—a world champion net-zero team on the Formula E circuit for electric cars that built the world’s first fully drivable race car made entirely of e-waste—has partnered with Cartoon Network EMEA on a brand-new activation in the broadcaster’s Game On! Roblox universe.

The Climate E-Racers experience rolled out on May 16 and is designed to teach kids about electric waste and the importance of recycling by letting them build their own sports cars out of e-waste that can be collected throughout the game.            

Other features include race tracks that run through worlds from Cartoon Network shows including The Amazing World of Gumball and We Baby Bears; meet-ups with Robin from Teen Titans Go!, who guides players through new Climate Champions e-waste challenges; and e-waste token rewards for unlocking upgrades such as Cartoon Network character co-drivers.     

The goal of the activation—which is part of the Cartoon Network Climate Champions campaign—is to inform, inspire and empower kids about climate change, says Monika Oomen, VP of brand, communications and digital content strategy for Warner Bros. Discovery Kids EMEA. 

According to a release, annual electronic waste production (including items such as mobile phones, laptops, MP3 players, plugs and batteries) is on track to reach 75 million tons by 2030. This worrisome trend is what instigated the game’s creation.

As for the UEFA, it’s collaborating with Toikido to run a EURO 2024 immersive football stadium experience in the British toyco’s Piñata Smashlings Roblox game.

Available until July 14, the last day of this high-profile quadrennial soccer tourney, the experience includes special appearances from EURO 2024’s official mascot Albärt; football-themed games, piñatas and rewards; and in-game digital screens showing live EURO match scores. A fan zone will also let players collect an exclusive Albärt Smashling by purchasing Albärt plush. 

The Roblox event is running in tandem with EURO 2024’s Make Moves initiative, which is designed to encourage kids to live healthy and active lifestyles. It’s currently rolling out across thousands of schools and football clubs in Europe, and features Albärt and German football star Jamal Musiala.