Bring Your Brand’s IP Onchain

Every brand has IP—stories, characters, products, campaigns, symbols. These aren’t just assets for physical packaging or seasonal marketing. They’re long-term cultural currency. The most forward-looking brands aren’t just protecting their IP—they’re activating it in digital form.

This doesn’t mean launching a speculative NFT collection or jumping on a trend. It means extending what already exists—your brand’s most iconic elements—into digital products that deepen loyalty, open new engagement channels, and offer ownership to your most invested audiences.

What digital collectibles really are

For brands, digital collectibles are more than just JPEGs or speculative assets. You can think of NFTs as IP-powered digital products that unlock community engagement, reward loyalty, and create new storytelling layers. They can take many forms:

• Identity objects like avatar accessories or digital badges
• Access keys for exclusive content, early drops, or gated communities
• Memory artifacts tied to product moments, events, or brand milestones

And they’re not just a novelty. The digital collectibles market is projected to grow from $11.25 billion in 2025 to over $48.6 billion by 2033, reflecting a 20.1% annual growth rate. So it’s clear that NFTs or digital collectibles aren’t just a blip. They represent a long-term shift in how consumers engage with brands and culture.

Beyond the previous hype cycles, huge brands continue to see the value in converting their IP into digital assets:

• Lamborghini has brought their iconic IP into web3 gaming with RaribleX.
• Swiss football club BSC Young Boys are using their IP to reward fans through digital assets (powered by RaribleX).
• McDonalds have partnered with web3 IP giants Doodles on a major collaboration.
• The NBA and NFL regularly utilize the blockchain to give their IP a new, digital life.

How to turn your IP into digital collectibles

You don’t need to reinvent your brand to enter this space. You just need a clear plan. Here’s a straightforward framework for bringing your IP to life in digital form:

1. Audit Your IP

Look at what you already own: characters, product designs, slogans, mascots, campaign moments, legacy logos. What has emotional or cultural value? What do fans already love?

2. Define the Purpose

What do you want these collectibles to do? Are they meant to reward loyal customers? Offer access to events or content? Spark conversation around a new launch? Capture a new audience?

3. Choose the Format

Your digital collectible could be an image, a short animation, or even an interactive file. It could be purely visual—or tied to real-world rewards.

4. Build the Experience

Create a brand-safe space to host and distribute your assets. With Rarible, that could be a custom marketplace with your design, your rules, and your own smart contract.

5. Activate It

Launch with intention. Offer limited drops. Link collectibles to real benefits. Use them as unlocks, rewards, or creative hooks in your broader marketing plan.

Digital IP in action

We’ve already worked with some of the biggest names in IP, so we’re fully versed in how to best support you. Here’s how some of the world’s most recognized IP holders are already succeeding with digital collectibles.

Mattel Creations: Virtual Marketplace

When IP giant Mattel was ready to step into the digital collectible space, they came to Rarible. The Mattel marketplace is built on the Flow blockchain, which allows for seamless user onboarding and fiat payments. Meaning their fans could focus on collecting their favourite IP.

Key Highlights:

• Revenue Generation: Achieved nearly $2 million in GMV within months of launch.
• Trading Volume: The marketplace has reached almost $4.5M in volume since 2023.

McFarlane Toys' digital marketplace

McFarlane Toys partnered with RaribleX to launch a custom digital collectibles marketplace on the Polygon blockchain. Bringing their IP onchain opened them up to a whole new audience, while also giving existing fans a fun, new way to engage with their brand. 

Key Highlights:

• Revenue Generation: Achieved over $2 million in sales since 2024. 
• Marketplace traffic: Over half a million users have visited McFarlane’s custom marketplace since 2024.

Why Rarible

Bringing your IP onchain should feel like an extension of your brand, not a risk to it. That’s where Rarible can really help: we provide the infrastructure that lets you launch digital collectible experiences on your terms. Here’s what that means:

• Custom-branded marketplaces:
  Your own storefront, fully tailored to your visual identity. No templates, no third-party branding.
• Built-in revenue logic:
  Whether you’re selling collectibles directly on your marketplace, or earning royalties on secondary trading, we support multiple forms of revenue generation.
• Proven at scale:
  From global brands (Mattel) to cult collectibles (Cryptoys), we’ve helped IP holders across industries build trusted digital experiences.
• Web3 without the complexity:
  You don’t need an expert web3 team. We handle the infrastructure and can even help you strategise, leaving you free to focus on your brand.

Whether you're testing your first drop or building a long-term digital product strategy, we’re here to support you.

Your IP deserves a digital life

You’ve already built a brand people recognize and you’ve created IP with real cultural value. 

Now, you have the tools to extend that value into the digital world, securely, creatively, and on your terms.

Digital collectibles aren’t just about technology. They’re about giving your audience new ways to connect, collect, and participate in what your brand stands for.

Your IP is ready, let’s bring it to life. Reach out to us today to learn more.