Mattel Partners With Gary Vee's Crypto Project On New UNO Deck

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Gary Vaynerchuk’s NFT collection of characters comes to life in a new UNO deck featuring VeeFriends and special collectibles.

Gary Vaynerchuk’s crypto project, VeeFriends – an NFT collection of 268 individual characters and 10,255 tokens – has tapped Mattel Creations to make the signature characters from Vee’s blockchain-based collection come to life in the form of UNO cards.

Each deck includes two special, non-playable, collectible cards. One is a foil card featuring one of 17 VeeFriends characters with varying levels of rarity, including Charming Cheetah, Sweet Swan, Gary Bee, Perspective Pigeon, and more.

The other is a new special rule card, the Wild Sharing Squirrel card, which requires the next player to post a selfie of themselves and all the cards in their hand to social media with the hashtag #veefriendsuno.

The characteristics of the collaborative initiative between the serial entrepreneur’s crypto project and the toymaker position UNO cards in the ultra-rare collectible space. As a result, the largest trading card grading service, the Professional Sports Authenticator (PSA), will begin grading UNO Cards, starting with the VeeFriends x UNO collectible.

In addition, the VeeFriends x UNO cards represent one of the first physical products created from an NFT project, allowing UNO fans and NFT collectors to own VeeFriends in the material form of a UNO deck.

“As Mattel continues to pioneer bringing toy brands into the NFT space, we are thrilled to be working with Gary and his impressive VeeFriends collectibles,” said Richard Dickson, President and Chief Operating Officer at Mattel. “Gary’s leadership in this digital dialogue, coupled with our #1 card game in the world UNO, is sure to create a collectible craze as we continue to redefine the intersection between gaming, digital art, and collectability.”

Gary Vaynerchuk’s NFT collection of characters comes to life in a new UNO deck featuring VeeFriends and special collectibles.

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“If you told 9-year-old Gary that he was doing a collaboration with UNO, he would jump in the swimming pool and swim laps for the rest of his life out of excitement,” said Gary Vaynerchuk. “I’m so incredibly honored to take my VeeFriends intellectual property and team up with one of the most iconic properties in the world. Not only am I honored, and little me is excited – I’m mostly excited for all the people who are going to be able to play this game, expand the VeeFriends universe and enjoy some of the collectibility that comes along with this collaboration.”

The VeeFriends x UNO deck became available on Mattel Creations’ website for $25 each and an order cap limiting buyers to a maximum of 10 per user before it quickly sold out.