Toys‘R’Us Is Launching NFT Collectibles To Add To Your Digital Toy Box
Photo 129562555 © Wachiwit | Dreamstime.com
With NFTs taking over the digital art space, we now have non-fungible toys, games, and so much more. Toys“R”Us is the latest to spring into this dimension of playthings.
On November 13, the toy store will debut NFT collectibles in the varied form of one action figure: its own mascot, Geoffrey the Giraffe. A collaboration with NFT platform Ethernity, the series will celebrate Geoffrey Through the Years, showcasing the evolution of his character design since 1960. These quirky limited-edition digital artworks, created by digital artist Exacto—real name Bryan Lopez—will be sold on the OpenSea NFT marketplace.
The highlight is the one-of-one The Geoffrey Stroll, a 3D animation of the giraffe happily “strolling” into its bright new future while a modern version of Toys“R”Us’ iconic I Don’t Want to Grow Up jingle plays in the background. Accompanying this US$2,500 artwork is an invitation for two to the Toys“R”Us US grand reopening in 2022, which will include transportation and a two-night stay at a hotel.
Image via WHP Global / PR NewsWire
Other rare valuables channel the style of Andy Warhol and depict pop-art portraits of the giraffe, with prices ranging from US$150 to US$1,000.
The NFTs are built for “all ages,” Ad Age learns from a Toys“R”Us spokesperson. The initiative coincides with the brand’s comeback in the US—where it will forge a new presence in 400 Macy’s locations—and the UK.
The company was forced to close all 735 outlets in the US after declaring bankruptcy in 2018. However, Geoffrey lives again thanks to a reorganization from Toys“R”Us’ parent company and a major rebrand in October that year.
[via Ad Age, images via various sources]
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