For some, the crisis in the crypto and NFT market is an opportunity to create enticing projects. This is the case of Funko, the American specialist in Pop figurines, which plans to launch shortly a “phygital” collection of comics at Walmart. Note that this idea is 100% supported by the American studio Warner Bros.
Funko’s “phygital” NFT collection seduces
Both Walmart and Warner Brothers agreed to the hand held out by Funko as part of a completely new NFT project. Indeed, this famous brand of Pop figurines offered them to sell in Walmart stores a collection of both physical and digital comics.
This constitutes what is called a “phygital” collection, the contraction of the words “physics” and “digital”.
This new partnership of Funko will therefore see the release of the cover of the comic ” The Brave and the Bold from DC Comics in two formats, physical and digital. After purchase, the collector will walk out of Walmart with a print of this coin featuring the Justice League taking on Starro. He can also connect his crypto wallet and claim his NFT online, which will be subject to a mint on the World Asset eXchange (WAX) blockchain.
This is how Funko thinks to democratize NFTs to the general public.
A concept that Monoprix has already tried in 3 of its Parisian stores last July. On occasion, the French brand offered its customers 550 non-fungible tokens from the Rude Kidz collection at 249 euros each.
Note, however, that the collection ” The Brave and the Bold from Funko is limited to 30,000 copies. You will have to wait until October 7 to be able to get it.
Andrew Perlmutter, CEO of Funko, pointed out that:
” Bringing this new collection of digital collectibles to retail will reach an even wider audience and invite fans – whether they are avid collectors or those entering this space for the first time – to engage, physically and digitally, with beloved franchises, like DC. »
An increasingly used marketing strategy
This is not Funko’s first attempt to democratize non-fungible tokens. Indeed, in 2021, the American company had already associated NFTs with its flagship “Pop!” “. She had also offered her customers to treat themselves to an NFT for the purchase of figurines ” Teenage Mutant Ninja Turtles ” in the same era.
For Walmart, the sale of NFTs on its shelves began in February 2021. At that time, trading card and candy specialist Topps had released a series of physical cards and NFTs there called “ 2021 Garbage Pail Kids Food Fight “. An opportunity for collectors to purchase Garbage Pail Kids (GPK) card packs including eponymous NFTs at Walmart and Target.
Finally, we will note that the approach chosen by Funko Digital Pop is sure to inspire other companies. Admittedly, the adoption of NFTs is not yet generalized, but, gradually, consumers will find a certain interest in them, in particular by collecting “phygitals”.
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