In a strategic collaboration, Animoca Brands Japan, a subsidiary of Animoca Brands, has partnered with Apas Port Inc. and Cryptoys, a digital toy platform developed by OnChain Studios. The platform aims to provide novel web3 experiences for Japanese enthusiasts. Cryptoys offers a collection of high-quality digital toys that merge entertainment with traditional toys, featuring characters like Zoo-F-O Escape™, alongside well-known figures from Star Wars™, Mickey and Friends™, and Masters of the Universe™. The platform invites collectors of all ages to engage in a unique unboxing experience within immersive 3D animated environments. The process begins with a blind-pack cube, leading to a blister pack, where users can choose to keep their digital toys pristine or unwrap them to witness animated characters. Animoca Brands Japan and Apas Port, as partners, plan to develop various activities to promote and communicate the appeal of this new form of digital toy experience with plans to build out a web3 game soon.

OnChain Studios was formed with a clear mission to engage, entertain, and empower the next generation of digital toy collectors of all ages around the world. CEO Will Weinraub was inspired by his daughter’s obsession with collecting physical surprise pack toys. In 2018 he co-founded OnChain Studios with CTO Emilio Cueto, CXO Alfonso Martinez, CCO Freddy Oropeza, and COO Jhonathan Torres. Together, the team is reimagining toys for the next generation with the studio’s flagship digital product, Cryptoys. The startup closed a $23 million Series A round led by a16z Crypto with participation from a host of other partners including Mattel, Dapper Labs, Draper & Associates, Acrew Capital, CoinFund, Animoca Brands, and Sound Ventures. Prior to this, the start-up raised, a $7.5 million seed round — also led by a16z Crypto. Will Weinraub, CEO of OnChain Studio, commented on the announcement: “We've seen tremendous interest in Cryptoys from Japan and throughout the region overall. Through this partnership, we're excited to expand the Cryptoys brand into Japan and connect with collectors directly. We have many new activations launching in the coming months, and we can't wait to introduce those to Japanese collectors.”

Founded in 2021, Animoca Brands Japan is the strategic subsidiary in Japan of Animoca Brands. Originally established to support the global web3 strategies of Japanese intellectual property (IP) and content holders such as major publishers, brands, education, sports teams, athletes, artists, and game companies. Animoca Brands Japan provides a platform that combines IPs with blockchain technology and supports IP holders to build their own ecosystem through a full stack of web3 services, providing a bridge between Japanese IPs and global fans. Daisuke Iwase, CEO of Animoca Brands Japan, also commented: “We are delighted that, together with our partners, Animoca Brands has the opportunity to introduce the attractiveness of Web3 through digital toys featuring characters widely loved in Japan. As a Web3 leading company leveraging cutting-edge concepts and technology, we aspire to not only cater to pioneering users but also to spread joy and excitement to those who have yet to experience this world.”

One of the prominent queries arising from an "NFT-for-children platform" is the motivation behind kids being concerned about the blockchain validation of their in-app purchases. Weinraub asserts that children frequently transitioning between platforms results in a significant loss of digital asset value. He envisions that his own children would find appeal in selling in-game items they've purchased and grown bored of, using the proceeds to finance new digital purchases. Weinraub believes that the phenomenon of parents spending hefty sums on cartoon animal NFTs and video games has left a lot of space to bond with their kids over the "Power of Play" and what true digital ownership means. In the evolving landscape of digital entertainment, the collaboration between Animoca Brands Japan, Apas Port, and Cryptoys stands as a noteworthy venture, reshaping the traditional concept of collecting through a digital lens. The platform's immersive and interactive experiences, paired with its extensive range of characters, not only cater to a diverse audience but also align with the principles of web3 gaming.