<p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Non-fungible token and web3 evangelists appear to believe the children are the future. </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">And plenty of major brands appear to agree. </span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">In recent months, a slew of announcements – startups, partnerships and product launches – has heralded a concerted effort to bring NFTs into the mainstream. Leading the charge is a bevy of plush toys, kid-friendly social media platforms and age-appropriate gaming avatars that can be bought and sold. </span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Major retailers Walmart and Macy’s, storied children's brands Mattel and </span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Nickelodeon</span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">, plus top-flight web3 investors like Andreessen Horowitz are among those investing millions as they join forces in the hopes of convincing kid consumers – and their parents – to embrace digital assets like NFTs.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">VeeFriends, the NFT collection from serial entrepreneur Gary Vaynerchuk, is the latest entry. It has partnered with traditional brick-and-mortar U.S. retailers Macy’s and Toys ‘R’ Us in order to launch a line of toys which will be sold in stores, each of which are essentially a physical reimagining of VeeFriends NFTs.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">“</span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">We chose characters that we think embody exciting features for first-time collectors, much like some of the toys I picked up on the shelves of Toys ‘R’ Us the first time,” said Vaynerchuk in a statement. He is founder and CEO of VeeFriends.</span></p> <p><img class="alignnone size-medium wp-image-174788" src="https://www.tbstat.com/wp/uploads/2022/10/VeeFriends_and_Macys_Toys_R_Us-675x450.jpeg" alt="" width="675" height="450" /></p> <p>&nbsp;</p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Stores will carry both plush toys priced at $24.99 and smaller collectible figures for $29.99, featuring several VeeFriends characters </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">like Common Sense Cow and Gratitude Gorilla. About a year ago a Common Sense Cow NFT sold for 50 ether on OpenSea, which is now worth roughly $67,000.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Last week, metaverse unicorn Mythical Games officially launched its new web3 game Blankos Block Party, which is available on the Epic Game Store. Rated “T” for teen, the game is considered appropriate for ages 13 and up. </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">In the game, players maneuver small digital avatars, known as Blankos, which look like small Lego-like action figures. </span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Besides being able to wield the digital avatars — engaging in massive “brawls” with other players or racing against the clock — users also can buy, earn and sell both their avatars and wearable accessories they can use to customize the digital characters. Users don’t need to have a digital wallet to play the game and are able to purchase the NFT-based items using regular payment cards and fiat currency.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Mythical Games co-founder and CEO John Linden envisions Blankos as playing the role of stepping stone, introducing the ownership of digital assets to a new generation of consumers.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">“</span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">I think we just created the bridge,” said Linden, adding that after less than a week from launch there has already been an uptick in interest from brands, including toy manufactures, who want to use the platform to promote their products.</span></p> <p><img class="alignnone size-medium wp-image-173531" src="https://www.tbstat.com/wp/uploads/2022/09/Toho-Frame-1-450x450.png" alt="" width="450" height="450" /></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Mythical Games has the backing of </span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Andreessen Horowitz, which led a recent round of funding worth $150 million. The gaming company, valued at $1.25 billion, has three additional web3 games scheduled for release next year including NFL Rivals, a joint venture struck with the National Football League.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Andreessen Horowitz, or a16z, has invested in other companies seemingly tailor made to steer younger consumers toward web3, including Cryptoys, an NFT-native gaming platform which secured capital from both toymaker Mattel and web3 game-focused investment firm Animoca Brands. </span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Efforts to </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">educate kid consumers about cryptocurrency and web3 date at least as far back as 2020 when </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">SHAmory </span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">launched a card game designed to teach young </span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">players the basics of bitcoin mining</span><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">. The Block previously </span><a href="https://www.theblock.co/post/73990/new-bitcoin-card-game-shamory" target="_blank" rel="noreferrer noopener"><span lang="EN-US" xml:lang="EN-US" data-contrast="none">reported</span></a><span lang="EN-US" xml:lang="EN-US" data-contrast="auto"> that many older crypto enthusiasts said they enjoyed playing the game with their children; even kids as young as five years old.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Since then, the number of high-profile projects has piled up. </span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Recently Walmart </span><a href="https://www.theblock.co/post/172853/walmarts-new-roblox-metaverse-tells-kids-where-to-find-all-the-best-toys" target="_blank" rel="noreferrer noopener"><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">partnered</span></a><span lang="EN-US" xml:lang="EN-US" data-contrast="auto"> with Roblox, a virtual world platform with around 13 million players under the age of 13, to place in-game billboards advertising toys sold by the largest American retailer.</span></p> <p><img class="alignnone size-medium wp-image-172855" src="https://www.tbstat.com/wp/uploads/2022/09/walmart-800x450.jpeg" alt="" width="800" height="450" /></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">Kid-friendly social media platforms have also emerged as another possible way to direct young consumers towards web3. In June, a TikTok-like social media network for children called Zigazoo raised </span><a href="https://www.theblock.co/post/154486/social-media-network-for-kids-raises-17-million-for-web3-projects" target="_blank" rel="noreferrer noopener"><span lang="EN-US" xml:lang="EN-US" data-contrast="auto">$17 million</span></a><span lang="EN-US" xml:lang="EN-US" data-contrast="auto"> in Series A funding with the plan to use the investment to further web3 strategies </span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">like selling NFTs that kids can use in the videos they post.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">Zigazoo has partnered with companies including Nickelodeon, the Peanuts animated franchise and Netflix Kids.</span></p> <p><span lang="EN-US" xml:lang="EN-US" data-contrast="none">“Like it or not — web3 is the future of the internet and economy, and kids need a safe space to learn about it,” said Zak Ringelstein, CEO and founder of Zigazoo, at the time of the announcement. </span><span lang="EN-US" xml:lang="EN-US" data-contrast="none">“Child-friendly NFTs are a perfect way to introduce kids to web3 technology."</span></p><br /><span class="copyright"><p>© 2023 The Block Crypto, Inc. All Rights Reserved. This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.</p> </span>