The Veefriends NFT project, created by serial entrepreneur Gary Vaynerchuk, has announced a partnership with Macy's and Toys'R'Us to debut a limited-edition series of physical collectible characters. The move marks a significant expansion of the NFT brand into mainstream retail.
Pre-sale and Launch Details
The collection will be available for pre-order starting October 4 via the Macy's mobile app, at all Toys'R'Us locations, and through shop.veefriends.com. The official launch is set for October 17. The collectibles include plush and vinyl figures of Veefriends characters.
“This partnership means way more to me than you could ever imagine,” Vaynerchuk said in a statement. “I fondly remember growing up in Edison, New Jersey, walking down these stores' aisles as a kid. 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.” He added: “I can't wait to see them in-store and on the shelves – it's a full circle moment for me and a very big step for the company.”
Benefits for Existing NFT Holders
Current Veefriends NFT holders can claim one free physical figure per NFT they own. Each physical figure features a QR code that leads to 3D animated videos and character songs. Veefriends President Andy Krainak stated: “Veefriends wants to bring value to our NFT community... It's just one more way we want to connect with our NFT holders and show them how we are developing the IP behind the characters.”
Veefriends ranks 20th in all-time NFT collection sales, with approximately $240.15 million in cumulative sales. This retail partnership is expected to further boost the project's brand awareness.
Growing Trend of NFT Physicalization
Veefriends joins a growing list of NFT projects entering physical retail. For instance, Bored Ape Yacht Club and Mutant Ape Yacht Club apparel is sold at Pacific Sunwear; Funko launched DC digital collectibles at Walmart; NBA Top Shot packs were distributed at NBA Summer League; Tiffany & Co. introduced Cryptopunk pendants; and Topps sold Garbage Pail Kids NFTs inside physical trading cards at Walmart and Target.
Mattel Creations Collaboration
Vaynerchuk also revealed a partnership with Mattel Creations to release a reimagined UNO deck featuring Veefriends characters. The deck includes a non-playable foil card with one of 17 Veefriends characters, with “Gary Bee” being the rarest. The Veefriends UNO packs will retail for $25 each and are available exclusively at creations.mattel.com.
The launch of physical Veefriends collectibles represents a strategic move to bridge the digital and physical worlds, offering tangible value to the NFT community while tapping into traditional retail channels.