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.
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.