Barbie maker Mattel has joined forces with female-led Web3 brand Boss Beauties to debut a line of on-chain virtual collectibles celebrating the many careers made by iconic toy figure since the popular toy was first launched in 1959.
the collection, Boss Beauties x Barbie, features NFTs designed in Boss Beauties’ signature style that honors Barbie’s 250 career. The first drop will include artists, astronauts, CEOs, doctors, veterinarians, pilots, and more.
The collectibles, which live on flowthe NFT-focused blockchain behind NBA Top Shot, will cost $25 for a pack of four. They cannot be used for cryptocurrency purchases.
According to Mattel, that low price, combined with an easy check-out process, will lower the barrier to entry on Web3 for Barbie fans. Boss Beauties has long framed their mission as one to bring the next 1 million girls and women into a Web3 world.
“As Barbie continues her journey into the metaverse, we are proud to partner with Boss Beauties to empower women and collectors to explore the Web3 through our virtual collection,” said Lisa McKnight, Global Head of Barbie and Dolls by Mattel, in a statement.
Early access to the collection opens today. The official launch of the line will take place next week at Veecon, on May 18.
Distributed in the Boss Beauties x Barbie virtual collectible packs are NFTs of varying rarity, which unlock several digital and real-world perks. Each pack will include two “common” cards and one “uncommon” card; the fourth card can be any level of rarity, including “super rare,” “ultra rare,” and “exclusive.”
“Ultra Rare” NFTs, only 0.67% of supply, unlock limited edition Barbie “Career of the Year” doll set; “Exclusive” NFTs, only 0.47% of cards, will grant the ticket holder an immersive “Barbie’s World” exhibition currently running in Los Angeles.
The collection also features previously unknown benefits, including additional physical items available to holders, and access to virtual Career Conversations with women leaders in various professional fields. Early access buyers will also receive a surprise virtual collectible with an exclusive racing character that will be revealed in July, the same month that the upcoming Warner Bros. Barbie The film, starring Margot Robbie, is set to be released.
This isn’t Mattel’s first foray into Web3; the company previously released a line of Cryptos last summer, as well as a line of Barbie NFTs made in collaboration with French fashion house Balmain. Although it appears that Mattel’s appetite for integrating blockchain-based products in its brands has not decreased since last year, its eagerness to associate products with terms native to the Web3 may have: the Boss Beauties x Barbie collection is targeted exclusively as a series of virtual collectibles, unlike NFTs.