Even though the NFT market is down in general in terms of value, NFTs can still be an effective means of generating fan loyalty—if they are a good fit with the property and its consumer base, and if they provide those consumers with something they value at a fair price. Achieving the right balance is […]
Archive | Digital
Influential Collaborations
Signature product lines tied to social media influencers have become standard practice in many categories. A half dozen recent deals provide an illustration of the wide variety of influencers and partners involved in such collaborations in 2022: On December 6, MeganPlays, a leading video gaming content creator, paired with retailer Claire’s for a 23-piece line […]
Linking Merchandise and the Metaverse
While there are a number of different potential objectives for marketers to step into the metaverse, one hope is often to use the effort to help drive purchases of traditional physical products. A growing number of brands, especially in the fashion industry, are experimenting with new ways to strengthen the link between digital and physical […]
More NFT IPs Jump Offline
Three leading NFT projects have made significant moves into the world of physical consumer products this fall: The most recent example is VeeFriends, which partnered with Toikido to create a line of plush and vinyl figures based on 10 of its characters. The products will be sold starting on October 17 through Toys ‘R’ Us […]
Leagues Go Large on NFTs
Pro sports leagues from around the world, along with their players associations, have been among the most active property types to date in the world of NFTs. And many tend to think big, signing long-term deals for marketplaces rather than focusing on individual collections of NFTs, although they do that too. This year, and especially […]
Are NFTs The Cat’s Meow?
By Karen Raugust on June 6, 2022 in Collectibles, Content, Design and content themes, Digital, Licensing
In the early days of social media memes and YouTube, cat videos were one of the first categories of content to go mainstream. The same phenomenon seems to be happening to a certain extent with NFTs, as the number of cat-related NFT collections is large and expanding, and several have broken through as success stories. […]
Breaking Out of the Metaverse
New deals are revealed almost every day to bring licensed IP into the metaverse, with the partners creating branded virtual goods, storefronts, events, or other implementations, especially in popular gaming worlds such as Roblox. Conversely, several games that originated in Roblox have lately started to break out as licensed properties in their own right. They […]
They Are NFTs, Hear Them Roar
Women-led NFT projects are starting to proliferate, although they remain a small slice of a landscape that has been male-dominated to date. Female artists, for example, account for less than 16% of the NFT art market and just 5% of NFT sales overall, according to ArtTactic. Most of the female-led NFT projects are positioned as […]
Flipping the Script
Film and TV properties, like other forms of IP, have been getting into the NFT space in a big way. Now a handful of new deals have turned things around by taking NFT-origin properties and developing them for traditional TV or films: Actress Reese Witherspoon’s production company, Hello Sunshine, partnered with the NFT collective World […]
Non-Fungible, But Also Non-Official
Using a blockchain—a decentralized, shared database—to track the history of a digital or real-life item creates a secure timeline of where that item has been throughout its lifespan, giving purchasers confidence about its legitimacy. As such, blockchain technology is a tool for everything from ensuring the authenticity of collectibles and luxury goods to demonstrating an […]