Mumbai: OnChain Studios has announced a multi-year global partnership with toy maker Mattel for its Crptoys NFT platform.

The partnership will give rise to a new generation of digital toys that exist on the blockchain. It will bring Mattel’s iconic brands into a collectible, interactive world through Cryptoy’s expansive and playable universe. Cryptoys are animated, playable collectibles.

“Mattel shares our deep passion and innovative mindset for creating the future of play for the next generation.  Playable and interactive NFTs will be the first foray into Web3 and blockchain for millions of people, and we want Cryptoys to be the on-ramp that makes it fun and easy for everyone to collect and play,” said OnChain Studios CEO and co-founder Will Weinraub.

“As owners of one of the largest portfolios of children and family entertainment franchises in the world, and as the first toy company to launch NFTs, we see incredible opportunity in the Metaverse for our cherished brands and iconic IP,” said Mattel president and COO Richard Dickson. “Mattel is continually stretching and scaling our brands to find the bridges between traditional toys and what’s next. We are excited to be expanding in this fast-growing space and to be the only toy company partner on the Cryptoys platform, giving fans of all ages new ways to be inspired by the Mattel brands they love.”

Cryptoys’ summer 2022 launch will feature original character drops, followed by the first of many Mattel drops, including some of the company’s brands and characters.