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Toymaker Mattel Launches Dedicated NFT Marketplace

Mattel, the well-known toymaker, has launched a dedicated NFT marketplace after seeing early wins from its NFT engagement. The marketplace will be powered by Rarible and also use wallet-as-a-service provider Magic and blockchain integration partner Flow. Mattel’s Hot Wheels toy cars will be the featured element behind the new platform, with Series 5 of the Hot Wheels NFT Garage to be released alongside the marketplace. The platform will enable peer-to-peer trading of virtual collectibles and Ron Friedman, VP at Mattel Future Lab, said the company had created “an unrivaled, best-in-class experience for fans of Mattel’s iconic brands”. Mattel has been active in the NFT space, with its Hot Wheels serialized collection launched in 2020 and the creation of Mattel Creations, its first owned platform, in late 2020.

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