Babylist Releases Third Metaverse Experience, Babylist Land - Gifting Edition, in Time for Holiday

The new interactive and whimsical world, developed in partnership with Afterpay, offers editorial- and real parent-tested gift ideas for everyone from baby to grandparents this holiday season

OAKLAND, Calif.--()--Babylist, the leading vertical marketplace and commerce destination for baby, today announced the launch of its third metaverse experience this year: Babylist Land - Gifting Edition. Expanding on Babylist’s multi-channel offerings and investment in the future of commerce, the latest addition, developed in partnership with Afterpay, is an even more connected experience where users can discover and shop for gifts this holiday season and beyond.

Babylist Land - Gifting Edition is an interactive, whimsical world of gifting to help shoppers discover the top and trending gifts for the whole family, including babies, parents, spouses, grandparents, in-laws, and other loved ones. It leverages insights from a Babylist survey of 2.6k shoppers that offers a comprehensive view of the motivations behind families’ purchasing decisions to learn about the brands they are following, spending habits, and who they’re buying for, as well as this year’s most desired gifting trends.

According to Babylist’s survey, 46% of shoppers are more excited about this holiday season than in years past and are eager to search for thoughtful and useful gifts to make recipients feel special. Babylist also found that consumers are getting a head start on the holidays. 48% planned to begin shopping before the end of October, and another 30% in early November – the shopping peak of the season.

The launch comes as excitement for the upcoming holiday season picks up, and the experience will continue to serve as the go-to destination for all gifting occasions for the family. As visitors pass through the virtual experience, they can click on over 200 editor-curated products, read reviews, and watch product demos, how-to videos, and TikToks. Then, when guests find the perfect gift, they can add the item directly to their Babylist registry or purchase it via a one-click shop button. Visitors are also encouraged to stay and play in the holiday-themed virtual scene with exciting activities, including Selfie Palace, Shop with Friends live stream and chat function, and an interactive hidden-object game.

Babylist Land - Gifting Edition features products from retailers such as Pottery Barn Kids, Nordstrom, Etsy, Pipette, Maisonette, West Elm, and FTD, among others. The experience consists of five themed rooms, including:

  • Toyland, featuring the most popular and desired toys of all kinds for children ages zero to three
  • Gingerbread Closet, featuring the hottest trends in baby fashion
  • Gummy Gear, where shoppers will be able to find the best in baby gear
  • The Cozy Corner, a room featuring gifts for adults such as blankets, puzzles, and self-care bundles
  • Gifts Under $25, a room that will have stocking stuffers and other gifts for the whole family

“With Babylist Land, we’re inviting users to play, explore and shop with their friends and family,” said Lee Anne Grant, Chief Growth Officer at Babylist. “Our team has created a lively metaverse experience to reduce the stress of holiday shopping – a big theme in our survey responses – by providing a fun and interactive environment for people to select meaningful and useful gifts for everyone on their shopping list.”

Afterpay partnered with Babylist to bring Babylist Land - Gifting Edition to life and will be prominently featured in the Gummy Gear room with video and content integration educating users on how to split purchases into four installment payments. Babylist Land - Gifting Edition is part of a broader November initiative with Babylist in which shoppers who choose Afterpay at checkout will receive exclusive offers including $15 off a Babylist order.

In 2021, Babylist drove more than $700M in attributable commerce and generated over $240M in revenue while creating seamless and new experiences to make preparing for a new baby easier. That includes two previous metaverse experiences following the brand’s IRL immersive pop-ups, Babylist Cribs. The LA and NY metaverse experiences showcase products in situ within 3D virtual homes that have already hosted over 1,000 hours of user activity and driven 100k page views to date.

Learn more and find the latest holiday gift trends at


Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year. Utilizing robust proprietary data, patented technology, and unbiased editorial guidance, Babylist recommends expert-tested products to those starting their parenting journey so loved ones can offer their support. Babylist registries connect new parents and their community of family and friends who help plan, prepare, and shop for a child's arrival. Babylist is the generational brand in baby, leading the $67 billion baby products market as the trusted go-to solution for growing families. To learn about Babylist’s registry options, editorial content, and more, visit


Alexandra Russo


Alexandra Russo