Barbie doll maker is partnering with Cryptoys to create NFT avatars from popular collections. Those who wish will be able to play them in the metaverse and on mobile devices.
The Mattel brand became a partner of the Cryptoys NFT marketplace and proposed a new concept – the ability to play dolls not live, but through their avatars. Barbie, American Girl, Polly Pocket, Hot Wheels, Thomas the Tank Engine and Masters of the Universe dolls will be transformed into playable NFT avatars.
Mattel’s intellectual property will be digitized by OnChain Studios, with support from Andreessen Horowitz and Dapper Labs. Toy NFTs will become playable on mobile devices, tablets, and the Metaverse on the Flow blockchain.
“Without a doubt, the playing field is expanding. We want to be at the forefront of the evolution of toys in both the physical and digital worlds, our business takes us where the consumer is, including the metaverse and NFT.” explained Mattel President Richard Dickson
To play, you will need to purchase the NFT of the doll itself. In other words, instead of buying a $50 action figure to play with in their bedroom, parents can buy a $50 NFT for their kids to play as an avatar in the virtual universe.
Virtual toys can be dressed up and spoiled with fashionable novelties. To do this, the company plans to produce additional NFT glasses, jewelry, hats, clothing and other accessories.
Last October, toy brand MGA launched the NFT collection with the LOL Surprise doll, which has been the best-selling toy in the US for several years. Total sales amounted to $ 25 billion. Fans will be able to exchange a collection of characters, as well as buy, sell related items.
Source: Bits
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