- Barbie is combining the physical and virtual worlds with NFT drop and a capsule collection.
- Three exclusive BALMAIN X BARBIE NFTs are available for auction today.
- This is Mattel’s second NFT collab with a luxury fashion brand and its third NFT-based collab.
With fashion brands and toymakers embracing NFTs as an effective tool for connecting with their audience, collaborative toymakers Mattel Creations has partnered with French luxury fashion house Balmain for an exclusive BALMAIN X BARBIE NFT drop.
Each of the three NFT avatars features Barbie and Ken decked out in doll-sized pieces from a limited-edition capsule collection of ready-to-wear fashion and accessories designed by Balmain exclusively for this launch.
The three BARBIE X BALMAIN NFTs are up for auction just for today, Jan 14, on Mint NFT. With less than nine hours left to bid as of this article, the top bids for BALMAIN X BARBIE NFT 1, 2 and 3 are priced at $2,313.98, $2,314.25 and $1,637.11 respectively.
With this collaboration, Mattel Creations and Balmain are combining the physical and digital worlds as life-sized apparel from the unisex capsule collection will be available at Balmain boutiques worldwide, select retail stores and online.
“Together, Barbie and Balmain are creating a new chapter in the legacy of the toy and fashion industries,” Richard Dickson, President and Chief Operating Officer of Mattel, said in an official statement. “As a fashion house committed to innovation in unexpected and joyous ways, Balmain, under Olivier Rousteing’s creative direction, is the perfect partner to translate the iconography that is unique to Barbie into a modern iteration of digital art and physical fashion.”
Though this is one of fashion’s first big NFT collabs of 2022, Mattel Creations – a collaboration and direct-to-consumer platform by Barbie’s parent company Mattel – has previously toyed with the NFT space.
In June last year, Mattel Creations dropped three unique Hot Wheels NFT Garage collectibles as its first move into the NFT space. Through the platform, Mattel will collaborate with artists, designers and pop culture figures to extend its brand outreach in the NFT format with limited-edition, specialty items as it has plans to launch new NFT-related projects throughout the year.
For its second collab, Mattel Creations announced in December its partnership with Gary Vaynerchuck to launch a Veefriends UNO deck.
On the luxury fashion front, Mattel Creations has also previously partnered with Gucci to launch the fashion house’s first Hot Wheels collectible.
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