Some iconic toy brands are about to enter the metaverse and Web3 in new ways.
Mattel inked a multi-year global partnership deal with OnChain Studios to feature its brands on the Cryptoys NFT platform. Under the new deal, OnChain Studios will bring Mattel brands into a collectible, interactive world of animated, playable digital toys that live on the Flow blockchain.
“As owners of one of the largest portfolios of children and family entertainment franchises in the world, and as the first toy company to launch NFTs, we see incredible opportunity in the Metaverse for our cherished brands and iconic IP,” says Mattel President and Chief Operating Officer Richard Dickson. “Mattel is continually stretching and scaling our brands to find the bridges between traditional toys and what’s next. We are excited to be expanding in this fast-growing space and to be the only toy company partner on the Cryptoys platform, giving fans of all ages new ways to be inspired by the Mattel brands they love.”
The Mattel x Cryptoys partnership was first teased this week in a retro-style video that included a deep-cut Mattel voiceover from a vintage Masters of the Universe toy commercial touting “Comets from the skies bring allies in disguise” — a reference to the transforming rock people, Stonedarr and Rokkon.
“Mattel shares our deep passion and innovative mindset for creating the future of play for the next generation,” says Will Weinraub, CEO and co-founder, OnChain Studios. “Playable and interactive NFTs will be the first foray into Web3 and blockchain for millions of people, and we want Cryptoys to be the on-ramp that makes it fun and easy for everyone to collect and play.”
Cryptoys plans to launch this summer with a host of original character drops followed by the first wave of Mattel drops.
