Mattel has launched its NFT Marketplace, called Mattel Creations, featuring limited non-fungible tokens inspired by its iconic brands, such as Barbie, Hot Wheels and Masters of the Universe. Fans and collectors can purchase, trade and display these unique digital assets, which often evoke nostalgia and exclusivity, potentially increasing over time in value. The NFT marketplace is part of Mattel’s commitment to staying relevant and innovative in the digital age, and is intended to attract enthusiasts by offering a personalised experience that goes beyond simple transactions. Mattel aims to create a dynamic, engaging community that includes resources to educate its users about NFT technology and its benefits. Challenges remain in the NFT space, such as concerns over environmental impact, copyright issues and market volatility, but Mattel’s innovative move demonstrates the company’s commitment to exploring new avenues for growth and expansion as the boundaries between tangible and intangible blur.