Macy’s to launch first-ever NFT series in celebration of annual parade

US chain Macy’s is set to celebrate its 95th anniversary in March with the launch of 9,510 limited edition NFTs.

Featuring balloons from the parade’s nine-decade legacy, the NFTs – powered by Sweet – will support Make-A-Wish with a special auction and after-market donations set to benefit the organisation.

Will Coss, executive producer of Macy’s Thanksgiving Day Parade said the company was “struck by the unique place the parade holds in pop culture, always evolving and reflecting the greatest characters and artists of each generation”.

“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 and simultaneously while raising funds for our partner Make-A-Wish,” he said.

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 over the course of the Parade’s 95- year history from the late 1920s through today.

To kick-off the celebration, an auction will feature 10 Ultra Rare Macy’s Parade NFTs, which are unique one-of-one designs.

The Macy’s Parade NFT auction launches on Friday, November 19 at 12:00 AM ET and runs through Tuesday, November 30 at 11:59 PM ET.