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Hybrid Meta in landmark deal with Warner Bros. Discovery Global Consumer Products

Hybrid Meta in landmark deal with Warner Bros. Discovery Global Consumer Products

In a deal that could change how consumers buy, own and resell licensed merchandise forever, 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 are excited to announce 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 $50 billion 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 perfectly 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 world’s first ever phygital company partnership with a Hollywood studio and is part of Hybrid Meta’s strategy to secure world class licenses across Entertainment, Sports, Music, Gaming and Art sectors and help them monetise this revolutionary 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. They offer 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.

Every physical product from Hybrid Meta has a QR code integrated into the apparel’s design. Through this QR code consumers can collect their digital collectible thereby verifying the products authenticity on the blockchain. Their technology also allows consumers to see details about the fabric origins, geo/meta-data of the product, and the overall supply chain sustainability, an increasingly important request from consumers.

The company’s design and production infrastructure allow them to create unique variations for each design in a collection. For the most prominent drops, fans can select a unique design variation that resonates with them, whereby every physical piece and associated digital collectible can be authenticated as one-of-a-kind.

This year, Hybrid Meta launched its blockchain powered authentication platform, (pronounced ‘drop’) which offers a new digital wardrobe option for brands, where consumers can choose from a curated set of limited-edition designs that only VIP members can access, which is then printed on demand and shipped directly to the consumer. After receiving the physical item and authenticating it, this digital wardrobe can be the home for all their powered limited-edition collectibles.

Ben Nolan, Co-Founder & CEO of Hybrid Meta, expressed excitement for the partnership, “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 their 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.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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