Mattel to Digitize Iconic Metaverse Toy Collections

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The manufacturer of Barbie dolls, together with the company Cryptoys, will create NFT avatars of heroes from popular collections. Those who wish will be able to play them in the metaverse and on mobile devices.

The Mattel brand has become a partner of the NFT marketplaceCryptoys proposed a new concept - the ability to play with dolls not live, but through their avatars. Barbie, American Girl, Polly Pocket, Hot Wheels, Thomas the Tank Engine and Masters of the Universe dolls will be transformed into in-game NFT avatars.

Digitization of intellectual propertyMattel will be hosted by OnChain Studios, with support from Andreessen Horowitz and Dapper Labs. NFTs of toys will be available for play on mobile devices, tablets and the metaverse on the Flow blockchain.

“Without a doubt, the playground is expanding.We want to be at the forefront of the evolution of toys in both the physical and digital worlds, and our business takes us to where the consumer is, including the metaverse and NFTs,” explained Mattel President Richard Dickson.

To play you will need to purchase the NFT yourselfdolls In other words, instead of buying a $50 figurine to play with in their bedroom, parents can buy their kids a $50 NFT to play as an avatar in a virtual universe.

Virtual toys can be dressed up and pampered with fashionable new items. To achieve this, the company plans to release additional NFTs of glasses, jewelry, hats, clothing and other accessories.

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Last October, the toy brandMGA launched an NFT collection featuring the LOL Surprise doll, which has been the best-selling toy in the US for several years. Total sales amounted to $25 billion. Fans will be able to exchange a collection of characters, as well as buy and sell related items.