MGA Entertainment is launching an NFT collection that accompanies in-store purchases of its L.O.L. Surprise! brand trading cards. The release is in partnership with Ionic, an NFT company that the toy manufacturer struck a deal with back in October. The multi-billion dollar toy brand is calling the launch “the largest retail NFT launch in history.”
Ten million packs of L.O.L Surprise! trading cards will be released across 20,000 retail outlets worldwide, which will include Walmart, Walgreens, and Target in the U.S. Each pack will have its own unique QR code, which once scanned, will grant owners of the physical trading cards with instantly redeemable digital trading cards, tokens, NFTs, or a digital version of their physical collectible. The NFT collection will be available on Polygon’s layer 2 blockchain.
The brand is already one of the fastest growing toy doll brands on the planet, having already generated over $25 billion in retail sales. The launch of L.O.L Surprise! NFTs will open-up new avenues for fans to engage with the brand, whilst also providing more opportunities for the brand itself to interact with the digital realm.
Since the fan base of L.O.L. Surprise! is relatively young, the partnership between MGA Entertainment and Ionic will be working on measures that ensure a safe digital environment for its users. To do this, a super stringent security system will be in place, as well as methods to prevent users overspending.
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