Mattel, the manufacturer of popular toy series, including Barbie dolls, has signed a partnership agreement with NFT-marketplace Cryptoys. The industry giant's main goal is to create and sell digital copies of its toys. Details were shared by the president of Mattel Richard Dixon.

According to him, the company's idea is to allow customers to play not only the physical models of dolls, but also in digital with their avatars. With such an innovation, those wishing to do so will be able to download virtual copies of the toys into metaverses and smartphone games, Dixon explained.

In order to start playing, the user will first need to buy a non-fungible token (NFT) of the desired doll. It is noted that the cost of the physical model of the toy and its digital copy will be approximately identical. Therefore, as Mattel president Dixon pointed out, parents will be able to buy their children avatars to play in virtual worlds.

In the future it is planned to expand the line of NFT-products at the expense of accessories and clothing for dolls. The company has already announced the release of non-fungible tokens featuring dresses, glasses, jewelry and other style items for Barbie digital dolls.