Non-fungible tokens (NFTs) may not be completely dead. Despite rock-bottom prices for popular collections, some of them are just expanding into the real world, away from digital marketplaces, in search of new audiences.
Pudgy Penguins, one of the most popular and valuable NFT collections, will debut its Pudgy Toys collection today in 2,000 Walmart stores in the US, a representative told CoinDesk via email. These toys have been available online since May.
Each toy would come with a unique birth certificate that allows the user to claim unique traits for their digital ‘Forever Pudgy’ character in Pudgy World, an online virtual world built on the zkSync Era blockchain, by scanning a QR code.
“Pudgy Penguins bridges the gap between our physical and digital play worlds for kids in a truly engaging way,” said Brittany Smith, vice president of merchandising – toys, Walmart US
Walmart is the largest retailer in the US and was the largest company in the world by revenue in 2022. Pudgy Toys’ plushies and collectibles will now be sold alongside existing consumer brands, furthering the collection’s popularity beyond the crypto industry.
Pudgy World’s immersive digital multiplayer environment allows users to move around, play games and fully customize their Forever Pudgy character.
Pudgy Penguins has clocked $400 million in sales since its 2021 launch. Unlike most collections, the brand has made extensive use of social media and experiential marketing techniques to attract audiences, while most NFT brands have gone out of business.
The mainstream media has increasingly written off NFTs due to their dismal price performance and poor demand for these products in a competitive retail market. However, selling physical products on recognized platforms is part of how NFT collections can interact with a real audience and, hopefully, build a stronger brand.
“Walmart’s inclusion of Pudgy Toys in their stores is a testament to the evolution of how consumers interact with brands in the digital age,” Luca Netz, CEO of Pudgy Penguins, explained in a statement.
Walmart will offer 16 different types of Pudgy Toys, ranging from $2.99 to $11.97. These are made by PMI Kids’ World, a brand that produces toys from famous cartoons or popular shows, such as WWE.