Hybrid Meta will introduce new physical-digital merchandise in a landmark deal with Warner Bros. Discovery Global Consumer Products.

In a deal that could change how consumers buy, own and resell licensed merchandise, Hybrid Meta is partnering with Warner Bros. Discovery Global Consumer Products (WBDGCP) to bring limited-edition physical apparel paired with digital collectibles that offer real-world value and consumer experience. Both companies have announced a next generation offering: phygital merchandise (physical and digital). The partnership will see the release of limited-edition collections, authenticated on the blockchain, including products from franchises such as DC, Hanna-Barbera, Looney Tunes, Rick and Morty and The Matrix, with potential one-of-a-kind collaborations with artists and designers.

Phygital products have grown in popularity over the past year due to demand for proof of authenticity, ownership of collectibles and valuable digital experiences. Morgan Stanley estimates that revenue streams from digital mediums for brands will reach $50b by 2030, thereby captivating the attention of brand owners on how to get involved.

Located in Dubai, Hybrid Meta is a phygital fashion pioneer, creating the only phygital ecosystem for officially licensed merchandise. As a first mover, it is positioned to capitalise on this exciting space by presenting both retail and direct-to-consumer models for brand owners. This deal with WBDGCP represents the  first ever phygital company partnership with a Hollywood studio and is part of Hybrid Meta’s strategy to secure world class licences across Entertainment, Sports, Music, Gaming and Art sectors and help them monetise this concept.

Hybrid Meta is bridging the gap between the Web3 community and wider audiences in using blockchain technology to verify and authenticate official physical merchandise. The company offers both a limited-edition physical item paired with a digital collectible (or digital twin), by which consumers can use to access exclusive content, rewards and prizes from their favourite brands. The partnership with WBDGCP marks a monumental step for Hybrid Meta and consumers alike, finally proving to licensors and talent that they can offer a stunning physical product along with a digital collectible that provides real world, tangible value.

Ben Nolan, co-founder & CEO of Hybrid Meta, said: “We are elated that WBDGCP believes in the value of our offering and trusts our team to take them into the phygital age. We are confident that this next generation approach to merchandise will keep fans engaged long after the first purchase. Hybrid Meta is eager to educate the wider, mass-market audience as to the endless possibilities of digitally-connected merch, and provide an experience that resonates with the individual.”