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The legendary franchise celebrates its 40th anniversary with an expansion into Collecting digital toys, modernizing traditional entertainment, and the game paradigm

MIAMI—July 6, 2022 – Today, Cryptoys, the revolutionary new NFT (non-fungible token) platform that combines toys, games and entertainment to create a vast playable universe, announced that Masters of the Universe will be the first brand to launch on its platform. forms NFT as part of its multi-year, global partnership with Mattel.

A new way for fans to collect and play with their favorite toy brands, Cryptoys are animated, playable collectibles that come to life the moment they’re unboxed. The upcoming launch, timed for He-Man’s 40th anniversary celebration this fall, will be the first to bring Masters of the Universe digital toys into an interactive collectible world across the Cryptoys universe.

Masters of the Universe fans will get their first look at the Cryptoys and Mattel partnership at San Diego Comic-Con, where exclusive collectible pins featuring iconic characters (including arch-enemies He-Man and Skeletor as well as Battle Cat ) will be distributed daily. at the Mattel booth. Also on the Mattel stand on Friday, July 22 from 1 to 2 p.m., Cryptoys artists will be present to sign an exclusive poster. Fans who scan the QR codes at Mattel’s booth can sign up to receive exclusive SDCC 2022 NFT giveaways from Cryptoys when the Masters of the Universe series launches a few weeks later.

“The Masters of the Universe franchise is full of iconic and nostalgic characters that fans have watched, played and collected for decades,” said Will Weinraub, CEO and Co-Founder of OnChain Studios. “Many of us grew up with Masters of the Universe, so we felt it was the perfect property to launch first on the Cryptoys platform as we partner with Mattel to give a new life to these beloved characters.”

Cryptoys is a revolutionary new NFT (non-fungible token) platform that combines toys, games and entertainment to create an expansive playable universe. The 2022 launch will feature animated collectibles that come to life the moment you unbox them and usher in a new era for the toy and gaming industry on the Flow blockchain. Cryptoys is about to elevate and expand the NFT market by making it fun and easy for everyone to collect and play. Cryptoys is reinventing the future of gaming. Learn more at

OnChain Studios was created with a clear mission to engage, entertain and empower the next generation of NFT (non-fungible token) collectors of all ages across the globe. CEO Will Weinraub was inspired by his daughter’s obsession with collecting surprise physical toys when he co-founded OnChain Studios in 2018 with CTO Emilio Cueto, CXO Alfonso Martinez, CCO Freddy Oropeza and COO Jhonathan Torres . Together, the team is reimagining what a world-class toy company will look like in the future with the studio’s flagship digital product, Cryptoys.


Mattel is a global toy leader and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, and other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and TV content, gaming and digital experiences, music and live events. We operate in 35 locations and our products are available in over 150 countries working with the world’s leading retail and e-commerce companies. Since its founding in 1945, Mattel has proudly been a trusted partner in enabling children to explore the wonders of childhood and reach their full potential. Visit us online at

Daniel Pickett

AFi’s founder and editor, Daniel “Julius Marx” Pickett, has been around toys his entire life. The first line he ever collected was Mego’s World’s Greatest Superhero line in the 70s. He’s been surrounded by collectibles ever since. In 1999 he was baffled by a lack of information and news about some of his favorite lines of toys he collected. Since he couldn’t find the information, he decided to search for it himself, thinking that other people might also be interested in the same news. He started writing a weekly column on the toy industry and an action figure for a toy news site and within a year he tripled the site’s daily traffic with his updates, reviews and features. of products. He has established relationships with all the major toy manufacturers and many sculptors, painters and mold makers. He has turned his hobby into a global expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they started their own website Daniel has been quoted both in the industry and in the mass media. Over the years, Daniel and AFi have been sought after as experts in the field. Daniel has been featured regularly on “Attack of the Show” on the G4 Network as a top contributor to their “Mint On Card” segment, and our homepage has been linked to USA’s “Pop Candy” blog twice. Today. Daniel’s content has also been featured on Bloomberg News,,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing, Gizmodo .com, Ain’t It Cool News, the official Star Wars blog, Geekologie, G4, CNet, and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But it all sounds really cocky and ‘tootin’ his own horn’ – basically it’s that Daniel loves toys and LOVES talking about them.