Entrepreneur Gary Vaynerchuk with the Macy’s and Toys “R” Us vinyl and plush versions of the characters he created digitally.| Source: Macy’s/Toys “R” Us

The rebooted Toys “R” Us has its first major exclusive.

VeeFriends is set to launch its first-ever limited series of collectible characters at Macy’s and Toys “R” Us, transforming the characters from digital non-fungible tokens (NFTs) into physical collectibles.

This is the first step in bringing entrepreneur Gary Vaynerchuk’s intellectual property (IP) to life with plush and vinyl characters, which will give any consumer access to own a VeeFriends character. Each product will come with a printed QR code that, when scanned, leads to 3D animated short films and character songs. More than NFTs, VeeFriends was developed specifically around characters — imagined, created, and drawn by Vaynerchuk — with traits that could lead to happiness and success.

All 10 of Vaynerchuk’s figures.| Source: Macy’s/Toys “R” Us

London-based entertainment company Toikido designed the collection of 10 Vaynerchuk-curated characters out of the 283 available in VeeFriends. The 10 figures include Practical Peacock, Willful Wizard, Genuine Giraffe, Adventurous Astronaut, Gratitude Gorilla, Patient Panda, Empathy Elephant, Common Sense Cow, Heart Trooper, and Be the Bigger Person. Each figure and plush character has a unique backstory and you can learn the stories through the QR code. 

“I fondly remember growing up in Edison, New Jersey, walking down these stores’ aisles as a kid,” says Vaynerchuk. “We chose characters that we think embody exciting features for first-time collectors, much like some of the toys I picked up on the shelves of Toys ‘R’ Us the first time.”

Officially launching on Oct. 17, the collection is available online for presale today. To celebrate the launch, Vaynerchuk will be appearing at the Macy’s in Chicago on Oct. 17 and in New York City on Oct. 21, where he’ll also participate in Macy’s Live streaming show.

Related: Toys ‘R’ Us Canada Unveils 2022 Top Toy List

On top of the figures, beginning on Oct. 4 through Oct. 18, VeeFriends is offering token holders with specific characters a free figure that they can claim. Token holders of Series 1 and 2 of figures can claim their figures through this link.

Ranging from $9.99 to $29.99, the collectibles will be exclusively available at macys.com, toysrus.com, on the Macy’s app, and at all Toys “R” Us at Macy’s stores nationwide.

About the author

Maude Campbell (Guest Contributor)

Maude Campbell (Guest Contributor)

Maude has written for Popular Mechanics and the New York Post, among other positions at Elle and HGTV magazines.