Burberry links with Mythical Games for NFTs move in Blankos Block Party
Burberry continues to explore gaming as a key marketing channel and has announced its “first exploration into the world of NFTs”. It’s partnering with LA-based Mythical Games to launch a limited-edition Blanko in the tech firm’s game, Blankos Block Party.
It will be released in July with the collab being revealed at the 2021 Electronic Entertainment Expo (E3) in LA this week.
Gaming has been a major focus for Burberry over a period of years, and while its link-up with Tencent for Honor of Kings (announced in March) was quickly derailed by the Chinese backlash against its stance on Xinjiang cotton, gaming remains a priority.
For this new collab, it’s linking up with the open-world multiplayer game that features NFT vinyl toys known as Blankos. Players can collect, upgrade and sell these. By introducing these playable NFT’s, Blankos Block Party “is creating a new play-to-earn economy and paving the way for the future of digital ownership in gaming,” Burberry said.
And it added that the partnership provides “infinite opportunities to celebrate Burberry’s core values of creativity and freedom of expression. Drawing on the bold thinking and inventive approach of its founder, Thomas Burberry, the brand continues to inspire its communities today, creating new possibilities and environments to be explored”.
Burberry’s marketing chief Rod Manley said of the news: “Pushing boundaries and discovering new ways to innovate with our communities have always been at the heart of what we do. Launching our limited-edition Burberry Blanko in Blankos Block Party is unlocking an entire new platform of possibilities, empowering digital natives and gamers to own a piece of our brand and to actively engage and participate with our house codes.”
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