Department store Macy’s has unveiled the 97th iteration of its traditional Thanksgiving Day Parade. In a continuation from last year, the parade will also unfold in the metaverse, incorporating non-fungible tokens (NFTs).
The metaverse event will take place on Macy’s newly introduced virtual platform, “mstylelab.” Within the digital space, participants will be able to engage in a virtual gaming experience, and upon completion, they’ll receive an exclusive digital trophy — the Macy’s Parade x Cool Cats.
Set against the backdrop of Macy’s Herald Square flagship store, the virtual space will showcase a balloon procession spanning the Parade’s 90-year legacy. Throughout the experience, players will have the opportunity to collect Macy’s Parade stars and delve into the historical significance of the holiday celebration.
Both the physical and virtual experiences will also shine a spotlight on the Cool Cats NFT project and community. The project secured victory in last year’s public vote, where fans chose their favorite from five prominent NFT projects: Boss Beauties, Cool Cats, gmoney, SupDucks, and VeeFriends.
The victory led to the transformation of the Cool Cats NFT characters into the first-ever NFT-inspired Parade balloon. The Cool Cats balloon will feature its core mascot character, Blue Cat, and his friend Chugs, the milk carton.
This 97th Macy’s Thanksgiving Day Parade event will kick off starting Thursday, November 23.
This marks Macy’s third foray into the metaverse as part of its Thanksgiving Day Parade celebration, a trend initiated with its 95th edition.
Nevertheless, Macy’s commitment to Web3 extends beyond the metaverse. In June 2022, the company released a collection of 10,000 free NFTs to commemorate the brand’s 4th of July Fireworks.