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 shops in Macy’s stores, as well as on the TRU, Macy’s, and VeeFriends websites. Creator Gary Vaynerchuk has said that he sees his NFT-based IP as a transmedia property with storytelling and merchandise among the components.
  • The owners of Okay Bears, which launched in April through the Magic Eden marketplace and reside on the Solana platform, retained IMG as their licensing agent for consumer products and experiences. The property, which has an inclusive and positive positioning, has already collaborated with NBA player Lonzo Ball and NBA licensee Wilson.
  • Li’l Pudgys, a collection of NFTs that resides in the Pudgy Penguins ecosystem on OpenSea, announced a deal with PMI Toys. The company will create a line of physical collectibles under the Pudgy Toys brand, set to hit retail in the fourth quarter of 2022. The property previously announced a line of plush toys.

These new initiatives join a growing list of NFT projects that are extending their brands into consumer products, entertainment, and experiences. Read about some of them in our past coverage here, here, and here.

Bored Ape Yacht Club, whose collective of owners, known as the Bored of Directors, was signed by Brand Central for licensing representation in May, is one of the most popular NFT projects in terms of both sales to the NFT community and awareness among the general public. It has been active in licensing of late. Seven global sub-agents have signed on, while new licensees in the U.S. include Imagination Gaming for board games and Bioworld Merchandising for apparel and accessories. In the U.K., meanwhile, sub-agent Bulldog Licensing has just signed Poetic Brands for apparel, nightwear, and gifts and Ecell Global for device cases and accessories.

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