Sky Mavis, the developer of Axie Infinity, has officially opened its debut merch store. The focus of this launch is the exclusive >Code: Axie_ Collection, paying tribute to the game's 2018 inception when the first Axie NFTs were presented in raw code. The >Code: Axie_ Collection is a time-limited release, including a hoodie, t-shirt, and cap, reflecting the essence of Axie Infinity's origins. Beyond this, the merch store offers a range of products, from figurines to plushies and apparel. Mystic Axie NFT holders will gain unique privileges, including access to token-gated figurines in physical and digital formats and updated licensing guidelines.

Sky Mavis is also releasing downloadable designs for local printing to mark the launch. Collaborating with superapp Grab in key regions like the Philippines, Vietnam, Thailand, and Indonesia, users can earn Grab points and a 10% discount through a GrabAds campaign. The store opened at 2 pm GMT on Friday, November 24th. The first 5,000 customers using the Ronin wallet received a complimentary Axie NFT and had a chance to claim one of three Mystic axies.

We believe by building a strong and accessible IP, we can introduce more people to Axie Infinity and onboard a new generation to web3. Like Hello Kitty and Pokémon, our axies have captured the hearts of millions of gamers and have the potential to be a cultural touchpoint in the physical world.

Trung Nguyen, Sky Mavis CEO.

Axie Infinity is one of the more successful web3 games and IPs to date, experiencing a surge in popularity throughout 2021 with millions of active players and generating over $4 billion in trading volume. While the play-to-earn game experienced a slowdown in momentum in early 2022, Sky Mavis remains committed to expanding and improving the Axie ecosystem. The company is actively enhancing the Ronin sidechain network for Ethereum, which has witnessed significant growth in the past few months.

The catalyst for this growth is credited, in part, to the recent launch of Pixels on the Ronin network. Formerly on Ethereum's Polygon, Pixels migrated to Ronin, contributing significantly to the network's expanding user base. The game, reminiscent of classic 16-bit role-playing adventures, immerses players in a pixel-art world, providing opportunities for interaction, virtual land farming, engaging in mini-games, and earning token rewards. 

Notably, Axie's approach to granting more flexibility in the use of its intellectual property (IP) follows a trend seen in other NFT collections, such as Yuga Labs' Bored Ape Yacht Club and CryptoPunks. These collections have similarly provided owners with commercial use rights for specific NFTs they possess. This strategy has given rise to various real-world businesses centered around Ape-themed products, ranging from branded "Ape Water" to bagels, hot sauce, and even a California burger restaurant.

This merch store launch signifies a significant step for Sky Mavis, blending the digital and physical realms. As the >Code: Axie_ Collection takes center stage, Axie Infinity's influence expands, positioning itself not just as a game but as a cultural phenomenon shaping the gaming and NFT landscape.

We wanted to lean into the UGC that ownership enables, but want to iterate and do it in steps. Origins/Mystics were a natural choice to start testing with since they’re the genesis collections.

Jeffrey “Jiho” Zirlin, Sky Mavis Co-Founder.