Toy Brand L.O.L Surprise! Launches In-Store NFT Collection
The billion-dollar toy brand is calling the collection “the largest retail NFT launch in history.”
Dec 14, 2021 at 3:00 p.m. UTCUpdated May 11, 2023 at 5:47 p.m. UTC
:format(webp)/cloudfront-us-east-1.images.arcpublishing.com/coindesk/SOFRNKPBDJALPASKKQR3KCZ2KY.jpeg)
/arc-photo-coindesk/arc2-prod/public/LXF2COBSKBCNHNRE3WTK2BZ7GE.png)
MGA Entertainment is launching a non-fungible token (NFT) collection that accompanies in-store purchases of its L.O.L. Surprise! brand trading cards, the company announced Tuesday.
- The release is in partnership with Ioconic, an NFT company that the toy brand inked a deal with in October.
- The company is releasing 10 million packs of cards in 20,000 retail outlets worldwide, including Walmart, Target and Walgreens in the U.S., according to a press release.
- Each pack of cards has its own QR code that comes with “digital trading cards, tokens, NFTs or a digital version of their physical collectible” that can be instantly redeemed.
- L.O.L. Surprise! has done over $25 billion in retail sales for privately held MGA, according to a press release.
- MGA is tapping Polygon’s layer 2 blockchain to host the NFT collection.
- “Polygon is delighted to be supporting the fastest-growing global toy doll brand, L.O.L. Surprise!, as they move these beloved toys on-chain with the help of Ioconic,” Polygon said in a press release. “L.O.L. Surprise! NFTs will provide an innovative way to increase fan engagement and open up exciting new opportunities for the L.O.L. Surprise! dolls phenomenon to tap into a new digital domain.”
20:07
Why Worldcoin Is Launching a Layer 2
02:17
Polymarket Traders Bet on Fed Rate Cuts; Bitcoin Spot ETFs Register Five-Day Withdrawals Streak
00:50
Base Monthly Active Addresses Increased by 160% in March: Nansen
04:16
Bitcoin Halving: We Answer Your Questions
:format(webp)/s3.amazonaws.com/arc-authors/coindesk/c6a60ab3-8787-459e-b5be-5353f2d941f1.png)
Eli was a news reporter for CoinDesk. He holds ETH, SOL and AVAX.