Partnership to release limited-edition collections, authenticated on the blockchain, including products from franchises such as DC, Hanna-Barbera, Looney Tunes, “Rick and Morty” and “The Matrix.”

License Global

March 4, 2024

2 Min Read
Hybrid Meta, Warner Bros. logos
Hybrid Meta, Warner Bros. logosHybrid Meta, Warner Bros.

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.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like