ESPN expands its legacy of innovation with the “Virtual Reality ESPN” gift set

For a limited time beginning this October, ESPN brings the excitement of sports to Costco shoppers across the USA, Canada, UK, Australia and New Zealand.

Developed in collaboration with The Toy Foundation’s 2022 STEM Toy of the Year Winner, Abacus Brands, ESPN Consumer Products is launching “Virtual Reality ESPN,” a gift set that features a 128-page interactive Sports Encyclopedia (written by leading publisher DK) and 20+ virtual reality experiences hosted by SportsCenter, NHL and WWE Content host Arda Öcal.

“To help bring SportsCenter and ESPN into this unique immersive experience in VR was an absolute thrill,” Öcal said. “The Abacus team is extremely talented, and I think kids will discover and fall in love with sports in a completely new, fun way, and I’m proud of what we accomplished.”

Following ESPN’s legacy of innovation and storytelling, the product shares the rich history and vibrant culture of various sports with our young fans – from football and basketball, to darts, skateboarding, surfing, skydiving and beyond.

“Virtual Reality ESPN” already received recognition as Toy Insider’s 2025 STEM 10 Pick’s and a nomination for “Tech Innovator of the Year” by People of Play’s Toy & Game Innovation Excellence (TAGIE) Awards.

Front Row caught up with Anuj Sathe, ESPN’s Director of Marketing, Consumer Products to learn more about the project.

What is ESPN’s goal by developing a VR Giftset?
Like all virtual reality experiences, this will be immersive — bringing fans closer to the sports they already love. What excites us most is that we can offer a window into experiences that often feel out of reach. Many kids, unfortunately, don’t have access to ski slopes, golf courses or racetracks. Without that exposure these sports may never enter their imagination as forms of everyday entertainment. By showcasing the heritage and culture behind these communities, we hope to spark curiosity — and maybe even plant the seeds of future fandom.

What makes this a must-buy for fans?
We’re confident this is a high-quality product at an exceptional value. Our licensee, Abacus Brands, received a Toy of the Year Award by The Toy Foundation in 2022 and has earned nominations every year since. They’ve built a reputation for driving innovation in the toy industry, blending education with entertainment across subjects like science, history, culinary arts and even magic. Now, they’re venturing into the world of sports and we’re honored to join them on this exciting journey alongside Costco.

Anything additional to add?
We are incredibly grateful for our partnership with Costco. Each year they receive on average 30,000 toy submissions for consideration for holiday placement. They review 3,000 of those submissions and select less than 80 items to feature for the season. This win will signal to the marketplace that ESPN is back in the retail business in a significant way — opening up more retail opportunities for many years ahead.

Also, it’s been a true privilege to collaborate with Arda throughout our ideation, production, and promotional phases. He has long been a passionate advocate for consumer product initiatives, and when this opportunity came along, he dove in with unmatched enthusiasm. From writing our scripts to ideating virtual reality concepts, he’s constantly seeking new ways to contribute to our fandom. His support has led us to our first ESPN Consumer Products launch at Costco in over 15+ years.