Mattel’s iconic brands expand into the metaverse as the only toy company to partner with OnChain Studios
Miami – OnChain Studios has announced a global, multi-year partnership with Mattel for its Cryptoys NFT platform, a new generation of digital toys that live on the blockchain. The partnership, OnChain Studios’ first and only with a toy company, will bring Mattel’s iconic brands into a collectible, interactive world through Cryptoys’ expansive and playable universe, ushering in a new era for the toy and game industry on the Flow blockchain. Unlike static NFT projects, Cryptoys are animated, playable collectibles that come to life the moment they’re unwrapped.
“Mattel shares our deep passion and innovative mindset for creating the future of play for the next generation,” said Will Weinraub, CEO and Co-Founder of Cryptoys parent company OnChain Studios. “Playable and interactive NFTs will be the first foray into Web3 and blockchain for millions of people, and we want Cryptoys to be the on-ramp that makes it fun and easy for everyone to collect and play.”
“As owners of one of the largest portfolios of children and family entertainment franchises in the world, and as the first toy company to launch NFTs, we see incredible opportunity in the Metaverse for our cherished brands and iconic IP,” said Richard Dickson, President and COO of Mattel. “Mattel is continually stretching and scaling our brands to find the bridges between traditional toys and what’s next. We are excited to be expanding in this fast-growing space and to be the only toy company partner on the Cryptoys platform, giving fans of all ages new ways to be inspired by the Mattel brands they love.”
Cryptoys’ summer 2022 launch will feature original character drops, followed soon by the first of many Mattel drops, including some of the company’s most beloved and iconic brands and characters. Financial terms were not disclosed.
Cryptoys is a revolutionary new NFT (non-fungible token) platform that combines toys, gaming, and entertainment to create an expansive playable universe. The 2022 launch will introduce animated collectibles that come to life the moment you unwrap them and usher in a new era for the toy and game industry on the Flow blockchain. Cryptoys is poised to elevate and expand the NFT marketplace by making it fun and easy for everyone to collect and play. Cryptoys is reimagining the future of play. Learn more at Cryptoys.com.
About Onchain Studios:
OnChain Studios was formed with a clear mission to engage, entertain, and empower the next generation of NFT (non-fungible token) collectors of all ages around the world. CEO Will Weinraub was inspired by his daughter’s obsession with collecting physical surprise pack toys when he co-founded OnChain Studios in 2018 with CTO Emilio Cueto, CXO Alfonso Martinez, CCO Freddy Oropeza, and COO Jhonathan Torres. Together the team is reimagining what a world-class toy company looks like in the future with the studio’s flagship digital product, Cryptoys.
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.