Case Study: Mattel achieves millions in revenue from digital collectibles with Magic Link

How Mattel built an NFT marketplace and generated millions in revenue with Magic

Mattel, the iconic toy company behind brands like Hot Wheels and Barbie, wanted to make it easy for mainstream customers to buy, sell, trade, and redeem virtual collectibles without the friction of traditional Web3 onboarding. To support this vision, Mattel partnered with Magic Link to add secure, non-custodial wallets to its digital collectibles experience on Mattel Creations.

Magic Link provided a white-label wallet-as-a-service solution that enabled instant wallet creation with no seed phrases, browser extensions, or app downloads, creating a seamless Web2-like login and purchase flow. The result was a major success: nearly 40,000 wallets were created across two drops, Hot Wheels NFTs sold out in less than 30 minutes on one release and under 12 hours on another, and Mattel has since generated multiple millions in revenue from its digital collectibles marketplace.

Mattel

Sara Govindarajan

Head of Engineering