Mattel Opening Its Own Digital Collectible Marketplace

Mattel Opening Its Own Digital Collectible Marketplace

Mattel is launching its own NFT marketplace on the Flow blockchain on Dec. 15, according to a press release from the toy company.

The launch will coincide with a drop for Series 4 of the Hot Wheel NFT Garage collection, which debuted on the WAX blockchain last year. Holders will be able to bridge their tokens to the new chain in early 2023, the company said.

“Mattel is pioneering the future of play, constantly deepening our connection with fans of all ages in both the physical and digital worlds,” said Ron Friedman, vice president at Mattel Future Lab. “In launching our own marketplace, we’re able to translate iconic Mattel IP into digital art, engaging directly with our customers and providing a best-in-class user experience. This is the latest evolution of our digital endeavors, and we look forward to sharing more drops soon inspired by some of the world’s favorite Mattel brands.”

This isn't Mattel's first foray into NFTs. The company also partnered with Cryptoys for its Masters of the Universe collection and Boss Beauties for exclusive Barbie collectibles.

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