Teenagers browsing the mall – if there are any left – will soon be able to pick up an NFT under the dim lights of Hot Topic.
Toon Stara Los Angeles-based Web3 animation studio, joins Hot Topic, Inc. as an official Web3 partner of the retail company, The Companies announcement Wednesday. By creating NFTs tied to Toonstar’s original projects and Hot Topic IP, Toonstar will facilitate sales of NFTs that can then be traded as physical merchandise in stores. The partnership will also include community-focused digital projects and work with brands featured in Hot Topic to create new Web3 activations.
“We thought (the partnership) was a really good fit for Toonstart and for Web3,” John Attanasio, CEO and co-founder of Toonstar, told dot.LA. “When you look at their community… they are all already big collectors of digital and physical goods. When you think about the NFT world, a lot of it is about collectibles.
Hot Topic’s teen and young adult demographic also attracted Toonstar to the company, as Attanasio said it fit with their current projects, such as Mila Kunis’ NFT show.The gadgets”, a workplace comedy series set in the world of regional wrestling. Attanasio said Hot Topic buyers are often the type who show up at fan events such as San Diego Comic-Con, where the partnership officially launches later this month. Brand Ambassadors on Social Media HT Fanatics will be able to make an appearance in an episode of “The Gimmicks” during the event.
The creators have already turned to NFTs to encourage their community among their fans – a theory that Toonstar is following with this partnership.
The collaboration marks a shift in the previous trend of integrating NFTs into retail brands. Clothing companies including American Eagle and Gap respectively launched a digital clothing store And one NFT collection. Even high-end brands have explored Web3, with Gucci launching a series of digital and physical collectibles earlier this year and Prada offering a link Free NFT to purchases for its Timecapsule initiative. But the Toonstar and Hot Topic partnership allows people to purchase NFT activation codes in-store and online, effectively merging their retail experience with their digital spaces.
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Partnering with a retail store offers Web3 companies like Toonstar the opportunity to “make buying an NFT as easy as buying a shirt in a store,” Attanasio said. Such collaborations, particularly focused on the entertainment field, could also help Web3 reach a wider audience.
“Web3 and NFTs are still a niche category, with only a few million people actually active in the community,” he said. “Our thesis is that entertainment will be one of the things that integrates NFTs and Web3.”
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