Walmart has teamed with NECA (National Entertainment Collectibles Association) to launch AutoT, which the retail giant calls a first-of-its-kind digital collectible platform.
Launching this month on Walmart.com and in stores, “AutoT collectibles will break new ground in the digital collector space by offering exclusive figures and collectibles featuring rare chase variants signed by stars and creators,” Walmart said in a news release Monday (Oct. 3).
Each series in the AutoT line functions like a mystery box “based on a specific pop culture property,” according to the release. When a customer buys an AutoT box, they’ll enter a digital code from their Walmart receipt into their account on the AutoT website to learn which collectible they’ve received.
“The AutoT website uses patent-pending blockchain technology to track the authenticity and ownership history of AutoT collectibles so fans can easily buy, sell and trade on the platform with confidence,” the release stated. “Collectors can store their digital collectible for up to two years free of charge in the NECA Vault or have the physical item shipped to them.”
The partnership comes amid a series of digital turns by the owner of America’s largest network of physical retail stores.
Last week, Walmart debuted Walmart Land and Universe of Play, two immersive metaverse experiences on Roblox designed to bring a mix of fashion, beauty and entertainment offerings directly to consumers as real-life holiday shopping is picking up.
Read more: Walmart Extends Run of Digital Expansion With New Roblox Pact
Walmart also recently announced a series of social commerce innovation partnerships, including TikTok, Snapchat, Firework, TalkShopLive and Roku.
See more: Walmart’s Social Commerce Shift Lowers Walls Between Physical, Digital Retail
That plan is meant to inspire consumers with influencers, celebrities and experiential selling.
“This is not just television shopping 2.0,” Bryan Moore, co-founder and CEO of TalkShopLive, told PYMNTS in an interview. What this actually is doing is redefining shopping and providing an online shopping experience that’s worth talking about.”
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