Source: VeVe/MGA Entertainment

Yesterday, in celebration of L.O.L. Day (7.07 upside down), MGA Entertainment (MGAE) and VeVe revealed plans for a series of collectible NFTs inspired by the L.O.L. Surprise! brand.

New Zealand-based VeVe mints digital collectibles on the blockchain, which allows for “an immutable record of authentication.” According to the company, more than 580,000 NFT digital collectibles have been sold through the VeVe app since last December. The L.O.L. Surprise! dolls will be rendered as 3D models that can be animated and enhanced with interactive features.

“We are very excited to be working with a company that, like MGAE, creates unique ways to experience the world of fandom, says Isaac Larian, CEO and founder, MGAE. “Combining technology with toys has been successful for us in the past and we are looking forward to even more success with VeVe.”

Related: Little Tikes Introduces the Pelican Explore & Fit Cycle

In recent months, concern about the environmental impact of NFT technology has been rising. With that in mind, VeVe says that it plans to be the first 100% carbon-neutral NFT platform and plans to offer grants to environmental nonprofits in addition to other initiatives to offset its carbon footprint. Further details about L.O.L. Surprise! NFTs will be revealed in the weeks ahead.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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