The Toys “R” Us Web3 roadmap powered by Anybodies. | Source: Toys “R” Us

The digital space is still the wild west, but Toys “R” Us has a roadmap for its upcoming journey into the metaverse.

WHP Global, the parent company of Toys “R” Us, formally announced a partnership with Anybodies, a Web3 technology agency. The collaboration has been teased on social media since October and will launch with 10,000 digital collectibles on Solana, a carbon-neutral blockchain. Beginning Dec. 9, Toys “R” Us collectibles will be offered through the Magic Eden non-fungible token (NFT) marketplace.

“We are excited to partner with Anybodies to help bring to life incredible digital experiences for consumers and unlock the full potential of the digital Toys “R” Us brand around the world,” says Jamie Uitdenhowen, executive vice president of Toys “R” Us at WHP Global. “At the heart of any toy and toy store is play. Our goal is to create immersive digital and physical consumer experiences that excite, educate, and are fun as all toys should be. We look forward to launching more integrated Web3 experiences and creating a new category for toy ownership for the next generation of Toys “R” Us kids.”

Each digital collectible features Geoffrey the Giraffe and has the potential to include iconic toys.

Related: From the Editor: Toys ‘R’ Us at Macy’s Taps Into the Ghost of Retail Past for a Hint at Christmas Future

Additionally, there is a “phygital” component at play as consumers can stake their digital collectibles to earn GCoins that can be redeemed for a variety of real-life products or experiences. Toys “R” Us says that the program will evolve, and could include discounts, loyalty rewards, and more alongside the opportunity to access physical and digital toys, in-store experiences, shopping events, and VIP admission to new flagship openings.

The full Web3 rollout will begin next year. Information on collaborating with Toys “R” Us x Anybodies can be found here.

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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