Toy market news

Toikido, Gary Vee launch VeeFriends collectible line with Macy’s, Toys ‘R’ Us

The rebooted Toys “R” Us has its first major exclusive

VeeFriends is set to launch its first-ever limited series of collectible characters at Macy’s and Toys “R” Us, transforming the characters from digital non-fungible tokens (NFTs) into physical collectibles.

This is the first step in bringing entrepreneur Gary Vaynerchuk’s intellectual property (IP) to life with plush and vinyl characters, which will give any consumer access to own a VeeFriends character. Each product will come with a printed QR code that, when scanned, leads to 3D animated short films and character songs. More than NFTs, VeeFriends was developed specifically around characters - imagined, created, and drawn by Vaynerchuk - with traits that could lead to happiness and success.

London-based entertainment company Toikido designed the collection of 10 Vaynerchuk-curated characters out of the 283 available in VeeFriends.