Mattel Marketplace Lets You Trade Barbie and Hot Wheels NFTs Peer-to-Peer

The toy manufacturer is doubling down on Web3 with ‘best-in-class experience for the fans of Mattel’s iconic brands’

article-image

Source: Shutterstock / Ekaterina Kupeeva, modified by Blockworks

share

Mattel will be adding a Rarible-powered peer-to-peer marketplace to its virtual collectibles platform on April 27, allowing users to buy and sell their NFTs directly to one another. 

Mattel is simultaneously launching the fifth series of its popular Hot Wheels NFT Garage, which will be sold in $25 packs. The possibilities include McLaren, Pagani, Aston Martin and many Hot Wheels originals. If a collector gets their hands on certain rare makes, they’ll be eligible to receive a physical die-cast version.

Speaking on the dual announcement, Ron Friedman, Vice President at Mattel Future Lab, said when the company launched Mattel Creations Virtual Collectibles, its NFT platform, in November 2022, “we did so with the intention of creating an unrivaled, best-in-class experience for the fans of Mattel’s iconic brands.” He added that with this upgrade, Mattel is taking another step toward that vision.

The toy manufacturer’s NFT marketplace was developed with the help of Flow, a layer-1 blockchain which Rarible supports. The first major release on the platform was the Series 4 of the Hot Wheels NFT garage, 30,000 packs of which sold out in less than 12 hours after its release on December 15, 2023, according to a company statement. Previous iterations of its Hot Wheels NFT collections were sold on the Wax Digital hub.

Mattel bills its NFT platform as one for mainstream consumers, which is why you don’t have to use crypto to make purchases. Magic, Mattel’s wallet-as-a-service provider, is able to onboard “new users to crypto with built-in fiat on-ramps,” according to Magic’s website.

Other NFT collections that have been brought by Mattel include Cryptoys and Boss Beauties x Barbie. The second collection of its Barbie NFT line will drop in May, according to a company statement.

Rarible’s white label marketplace has been used by other brands, such as The Smurfs’ Society’s recent bucket auction.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Javits Center North | 445 11th Ave

Tues - Thurs, March 24 - 26, 2026

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Monad SR Report Graphic.png

Research

Monad is a new Layer 1 blockchain designed as a high performance, EVM-compatible platform.

article-image

Engineers from MetaMask, Coinbase, Google, and the Ethereum Foundation make the case for onchain AI agents via ERC-8004

article-image

Legacy payments firm partners with Anchorage Digital to issue a dollar-pegged token under new US stablecoin law

by Blockworks /
article-image

As Solana ETFs launch but network REV trends lower, Jito sits at the intersection of new capital inflows and microstructure improvements

article-image

The Truth Social parent will integrate Crypto.com Derivatives North America, allowing users to trade prediction contracts under federal oversight

by Blockworks /
article-image

Partnership surpasses $2 billion in staked assets and adds support for new Proof-of-Stake networks

by Blockworks /
article-image

The tokenization leader will merge with Cantor Equity Partners II, becoming the first public firm focused on securities tokenization

by Blockworks /