Toy manufacturer Mattel and NFT marketplace Cryptoys have entered into a multi-year partnership to exclusively offer their own branded content on the platform.

The “Cryptoys” platform, designed by a team of developers at OnChain Studios, is scheduled to launch on the Flow blockchain in late summer 2022 and has received investment capital from big-name investors such as venture capitalist Andreessen Horowitz and NFT developer studio Dapper Labs.

In addition to the NFT marketplace, OnChain Studios also plans to launch a Cryptoys Metaverse and Play-to-Earn (P2E) games, which will also incorporate the well-known brands of toy manufacturer Mattel, including Barbie, Hot Wheels and the Masters of the Universe.