By Gary Symons
TLL Editor in Chief
Metaverse company Hybrid Meta is going beyond digital, offering ‘phygital’ products in a partnership with Warner Bros. Discovery Global Consumer Products.
Phygital products are those offering both a digital and physical version of an item. For example, a consumer could buy a physical shirt for wear in real life (IRL), and a digital version for their avatar in the metaverse.
Hybrid Meta says the collaboration is changing the way consumers can buy, own, and resell licensed merchandise, potentially forever, since digital clothing never wears out.
The partnership will see WBDGCP (Warner) and Hybrid Meta collaborating to bring limited edition physical apparel items to market, paired with digital collectibles that offer real world value.
The partnership will see the release of limited-edition collections, authenticated on the blockchain, including 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.
Hybrid Meta notes that 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 that revenue streams from digital mediums for brands will reach $50 billion by 2030, thereby captivating the attention of brand owners on how to get involved.
Located in Dubai, Hybrid Meta is a phygital fashion pioneer, creating the first phygital ecosystem for officially licensed merchandise. As a first mover in the space, Warner felt it is perfectly positioned to capitalize on this trend by presenting both retail and direct-to-consumer models for brand owners.
“we are elated that WBDGCP believes in the value of our offering and trusts our team to take them into the phygital age,” said Hybrid Meta co-founder and CEO Ben Nolan. “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.”
The partners also say this deal with WBDGCP represents the world’s first ever phygital company partnership with a Hollywood studio. Phygital collaborations are a major part of Hybrid Meta’s strategy to secure world class licenses across Entertainment, Sports, Music, Gaming and Art categories and help them monetize this revolutionary concept.
Hybrid Meta is also bridging the gap between the Web3 community and wider audiences by using blockchain technology to verify and authenticate official physical merchandise. They offer both a limited-edition physical item paired with a digital collectible (or digital twin), which consumers can use to access exclusive content, rewards and prizes from their favorite brands.
The partnership with WBDGCP marks a monumental step for Hybrid Meta and consumers alike, finally proving to licensors and talent that they can offer a stunning physical product along with a digital collectible that provides real world, tangible value.
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 products authenticity on the blockchain. Their technology also allows consumers to see details about the fabric origins, geo/meta-data of the product, and the overall supply chain sustainability, which the company says is an increasingly important request from consumers.
The company’s design and production infrastructure allow them 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.
This year, Hybrid Meta launched its blockchain powered authentication platform, DRPP.io (pronounced ‘drop’) which offers a new digital wardrobe option for brands, where consumers can choose from a curated set of limited-edition designs that only VIP members can access, which is then printed on demand and shipped directly to the consumer.
After receiving the physical item and authenticating it, this digital wardrobe can be the home for all their DRPP.io powered limited-edition collectibles.
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