Hybrid Meta, Warner Bros. Discovery Global Consumer Products Ink Phygital Merch Deal

Hybrid Meta has announced it is partnering with Warner Bros. Discovery Global Consumer Products (WBDGCP) to bring limited-edition physical apparel paired with digital collectibles that offer real-world value and consumer experience. The collections, authenticated on the blockchain, include products from franchises such as DC, Hanna-Barbera, Looney Tunes, “Rick and Morty” and “The Matrix,” with potential one-of-a-kind collaborations with artists and designers.

Phygital products have grown in popularity over the past year due to demand for proof of authenticity, ownership of collectibles and valuable digital experiences. Morgan Stanley estimates revenue streams from digital mediums for brands will reach $50 billion by 2030.

Located in Dubai, phygital fashion company, Hybrid Meta, is aiming to create the only phygital ecosystem for officially licensed merchandise. The deal with WBDGCP represents the world’s first phygital company partnership with a Hollywood studio and is part of Hybrid Meta’s strategy to secure licenses across entertainment, sports, music, gaming and art sectors and help them monetize the concept.

Every physical product from Hybrid Meta has a QR code integrated into the apparel’s design. Through this QR code consumers can collect their digital collectible thereby verifying the product’s authenticity on the blockchain. The technology also allows consumers to see details about the fabric origins, geo/meta-data of the product and the overall supply chain sustainability, an increasingly important request from consumers.

The company’s design and production infrastructure allows it to create unique variations for each design in a collection. For the most prominent drops, fans can select a unique design variation that resonates with them, whereby every physical piece and associated digital collectible can be authenticated as one-of-a-kind.

“We are elated that WBDGCP believes in the value of our offering and trusts our team to take them into the phygital age,” says Ben Nolan, co-founder, chief executive officer, Hybrid Meta. “We are confident that this next-generation approach to merchandise will keep their fans engaged long after the first purchase. Hybrid Meta is eager to educate the wider, mass-market audience as to the endless possibilities of digitally connected merch and provide an experience that resonates with the individual.”