Move takes Gary Vaynerchuk’s IP from digital to physical collectibles.

License Global

October 4, 2022

2 Min Read
Gary Vaynerchuk with his VeeFriends.
Gary Vaynerchuk with his VeeFriends.Macy's/VeeFriends

VeeFriends, created by entrepreneur Gary Vaynerchuk, will launch its first limited series of collectible characters exclusively at Macy’s and Toys “R” Us. The collection is available for pre-sale, with the official launch on Oct. 17. It’s the first step in bringing the VeeFriends characters to life, from digital NFT collectibles to physical collectibles. The release will allow any consumer to own a VeeFriends character – expanding beyond its NFT community and NFT holders. In addition, each product will come with a printed QR code that leads to 3D animated short films and other character songs. Vaynerchuk, chief executive officer and creator, VeeFriends, was a keynote speaker at Licensing Expo in May. 

VeeFriends was developed around characters that Vaynerchuk imagined, created and drew himself, with traits that he admires and believes will lead to happiness and success. Vaynerchuk’s vision is to scale his ideas through the characters and the qualities they represent. 

The collection features plush and vinyl character sets designed by London-based entertainment company, Toikido, that will be exclusively available at, the Macy’s mobile app, at all Toy “R” Us at Macy’s stores nationwide and on for international consumers. 

Vaynerchuk curated 10 special characters out of the 283 characters in VeeFriends for this first collection. 

“This partnership means way more to me than you could ever imagine,” says Vaynerchuk. “The thought that VeeFriends will be simultaneously in Macy’s and Toys “R” Us is incredible. I fondly remember growing up in Edison, New Jersey, walking down these stores’ aisles as a kid. We chose characters that we think embody exciting features for first-time collectors, much like some of the toys I picked up on the shelves of Toys “R” Us the first time. I can’t wait to see them in-store and on the shelves – it’s a full-circle moment for me and a very big step for the company.” 

“Gary Vaynerchuk has created an extraordinary digital community,” says Stephen Moore, senior vice president, merchandising, Macy’s. “We are excited to partner with Gary and VeeFriends to bring his signature NFT characters to life exclusively at Macy’s, reaching a new set of fans for us. VeeFriends collectible plush and vinyl sets have unique stories and designs, and we can’t wait for parents and children to enjoy them.” 

Through Oct. 18, token holders with specific characters can claim a free figure.  

“VeeFriends wants to bring value to our NFT community – not only will they get first access to claim the collection, but they also get priority at the in-store events,” says Andy Kraniak, president, VeeFriends. “It’s just one more way we want to connect with our NFT holders and show them how we are developing the IP behind the characters.” 

Read more about:

NFTMacy'sToys 'R' Us

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