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Barbie and Boss Beauties Pledge to Bring More Women into Web3

The two brands launched a joint virtual collectibles collection with a range of rarity levels, and real-world perks.

Leading toy company Mattel and women-led Web3 brand Boss Beauties have teamed up to launch a collection of virtual collectibles. The collectibles will feature Mattel’s Barbie, and will feature imagery of the many careers that the toy has been featured as, since its first launch in 1959.

The virtual collectibles, called Boss Beauties x Barbie, are NFTs in Boss Beauties’ signature style. The collection will be celebrating Barbie’s career list of 250 and more, with the first drop including artists, astronauts, CEOs, doctors, veterinarians, and pilots. However, the brand refers to the collection exclusively as a series of virtual collectibles – not as NFTs.

The on-chain collectibles will go live on Dapper Labs’ Flow, an NFT-focused blockchain, also known for being behind sports trading card NFTs NBA Top Shot. Boss Beauties x Barbie will cost roughly $25 for a pack of four – and will not be purchasable with cryptocurrency.

According to Mattel, the reasoning behind the low price point and choosing Flow’s easy checkout interface was to lower the barrier for onboarding Barbie fans onto Web3. This aligns with Boss Beauties’ mission in getting “the next 1 million women and girls into a Web3 world.”

“As Barbie continues her journey in the metaverse, we are proud to partner with Boss Beauties to empower women and collectors to explore Web3 through our virtual collection,” Lisa McKnight, Mattel’s Global Head of Barbie and Dolls, said in a statement.

The Boss Beauties x Barbie virtual collectible packs will include NFTs of varying rarity, granting collectors certain digital and real-world perks. Each pack will contain two “common” cards, one “uncommon” card, with the fourth one being any rarity level: with chances to get one that’s “super rare,” “ultra rare,” and “exclusive.”

The “ultra rare” cards make up just 0.67% of the collection’s total supply, and will unlock holders a limited-edition Barbie “Career of the Year” doll set. “Exclusive” NFTs, making up only 0.47% of the entire collection, will grant the holder a ticket to the “World of Barbie”, an immersive exhibition currently running in Los Angeles.

According to Mattel, there’s more unrevealed benefits to the collection’s holders – including more physical goods, and access to online, virtual “Career Conversations” with women leaders in various professional fields.

Early access for the NFT collection starts May 11, but will have an official launch at Veecon, May 18.

Early access buyers will also get a bonus surprise virtual collectible featuring an exclusive Barbie career trait that will be revealed in July, the same month as the premiere of the upcoming Warner Bros. Barbie film in theatres.

This launch with Boss Beauties shows Mattel’s determination to incorporate Web3 into its brands – with last year’s launch of ‘Cryptoys’ and a line of Barbie NFTs created in collaboration with French fashion brand Balmain.

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