Mattel Creations, the global toy maker’s collaboration and direct to consumer platform, has made its first move into the NFT space, with a new collection of digital artwork inspired by the Hot Wheels brand.
In a move to break into the new market, as well as ‘advance the collector offering’, Mattel has launched three unique NFTs from the Hot Wheels NFT Garage Series. The series features three vehicles from The First Editions vehicle collection which will be going up for auction on Tuesday, June 22 for one week.
“Connecting to culture is core to Mattel’s DNA, and as we continually look to innovate, evolving physical product to digital art through NFTs was an obvious next step for Mattel Creations,” said Richard Dickson, president and chief operating officer, Mattel.
“Mattel Creations is the perfect platform for us to present limited edition collector products that speak to our incredible fan base as well as attract new fans to our vast portfolio of pop culture brands. Toys as art, and art inspired by toys.”
Through the Mattel Creations platform, Mattel brands can create limited-edition, specialty items that both celebrate and stretch Mattel’s intellectual property. Mattel Creations collaborates with a selection of artists, designers, and pop culture influencers to remix Mattel’s toys in new inspired designs, offered directly to consumer through the online platform.
With the launch of the Hot Wheels NFT Garage Series, Mattel has highlighted its bid ‘to create a new way for innovation and artistry to converge in the toy space.’ The toymaker has said it will continue to bring its brands to the NFT format with the launch of new creations on NFT.MattelCreations.com.
With over 25,000 unique die-cast models, three of the cars from “The First Editions” vehicle collection exemplifies the Hot Wheels brand DNA – the Twin Mill®, Bone Shaker® and Deora® II. Through the Hot Wheels NFT Garage Series, digital collectors can vie for their chance to own these exclusive cars in a new and highly coveted way.