In 2021, cryptocurrency hit the mainstream. Major global brands began appearing on the blockchain as digital assets, and NFTs became a household name. Projects like NBA Top Shot, Bored Ape Yacht Club, and CryptoPunks quickly dominated the space, creating tight knit communities that blossomed out of the hype. These brands were generating billions of dollars seemingly overnight.
My brother Alex and I had been dabbling in crypto since 2017, but were mostly just aware of Bitcoin and Ethereum. But by 2021, the opportunity in the space was undeniable. As third generation toy industry family legacy, and having worked in the industry for several years ourselves, we had strong relationships with some of the industry’s key players. We had been working with Nextoy on traditional toys and games licensing opportunities, so when we saw these digital brands exploding, we knew we could help bridge the gap between the blockchain and the physical world with merchandising. We saw an opportunity to go parabolic if we integrated an already established brand with this new technology and cultural phenomenon.
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