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Macy's launches NFT ahead of Thanksgiving Day Parade

By Kristopher Fraser

Nov 20, 2021

Fashion

Image: Macy's

In celebration of the 95th Macy’s Thanksgiving Day Parade, Macy’s is releasing one-of-a-kind digital collectibles with the launch of 9510 limited edition NFTs (non-fungible tokens) powered by Sweet. Featuring balloons from the Parade’s nine-decade history, the NFTs will support Make-A-Wish Foundation with a special auction and after-market donations made to benefit the organization.

“As we celebrate our rich legacy, 95 years in the making, we were struck by the unique place the Parade holds in pop culture, always evolving and reflecting the greatest characters and artists of each generation,” said Will Coss, executive producer of Macy’s Thanksgiving Day Parade, in a statement. “To celebrate that history, we created art in a new form through NFTs that would bring the magic of the Parade to a new generation while raising funds for our partner Make-A-Wish.”

Designed by REOMETRY, a digital agency led by NFT artists REO and Seth Brown, the NFTs are based on Macy’s archival and creative content. The generative artworks will feature one of ten Macy’s balloons, covering legacy characters and ornamental figures that have appeared in the parade from the late 1920s through today.

To kick off the celebration, a special auction will begin on Friday, November 19, featuring 10 Epic Macy’s Parade NFTs, which are unique 1 of 1 designs. In addition, Macy’s has structured the smart contracts of each Macy’s Parade NFT such that any sale of a Macy’s Parade NFT in the after-market on compatible marketplaces will generate an additional 10 percent donation to Make-A-Wish.

Parade fans nationwide will have the opportunity to secure and claim one of the free Macy’s Parade generative NFTs beginning on Thursday, November 25 at approximately 10:00 AM ET, as they enjoy the 95th Annual Macy’s Thanksgiving Day Parade. The free NFTs will be available on a first-come, first-served basis. As fans claim their NFTs, they will also have the opportunity to enter a sweepstakes to win 10,000 dollars.

Powered by Sweet’s consumer-first NFT platform and built atop the sustainable Polygon blockchain, these NFTs will be carbon-neutral and easy for all Parade fans to collect, trade and sell. The 9500-piece free generative Macy’s Parade NFTs will be randomly distributed to Parade fans, and will come in various degrees of rarity, including Classic, Rare, or Ultra Rare. The Macy’s Parade NFT initiative was produced by Macy’s in partnership with media agency Spark Foundry and Sweet.