With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.

Today, Walmart debuted its partnership with the video game platform Roblox; now, players can purchase Walmart goods through an in-game e-commerce hub, Walmart Discovered.

E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.