What VeeFriends does

VeeFriends is a character-based intellectual property and collectibles company founded by Gary Vaynerchuk in 2021 in New York. Originally launched as an NFT project built on Ethereum (with secondary infrastructure on Immutable X and, more recently, Base), the company has expanded into a multi-format collectibles ecosystem spanning over 268 hand-drawn characters rendered in Original, Series 2, Cartoon, and Manga styles. Core products include NFT collections (Series 1, Series 2, Iconics), physical and digital trading cards (Topps Chrome 2025, zerocool Series 1, TCG), comic books (now exceeding 18 issues), Super Stickers and Mini Stickers, collectible Pins, and 1-inch rubber "Minis" sold through proprietary $0.50 vending machines deployed at 80+ US retail locations. The brand extends into apparel and plushies via a direct-to-consumer shop, multimedia content including a YouTube cartoon series, and annual community events such as VeeCon for token holders. Utility mechanics such as Burn Island (burning NFTs for rare rewards) and BOOK GAMES on Base underpin ongoing NFT holder engagement.

VeeFriends operates a hybrid revenue model combining direct product sales (NFTs, trading cards, vending toys, comics, apparel) with licensing royalties and brand partnerships. Notable B2B partners include Walmart, Funko, Spin Master, The Hershey Company's Jolly Rancher, Topps/Fanatics, zerocool, Wonder (Bellies kids meals), UNO Pizzeria & Grill, Moonbug/Cocomelon, and CoolKicks. Distribution spans the company's own e-commerce storefront, the Whatnot and Fanatics Live live-commerce platforms, NFT marketplaces (Rarible, OpenSea), retail partners, and the vending-machine network. The customer base spans dedicated collectors and NFT/Web3 enthusiasts, kids and families, and retail partners seeking exclusive co-branded products. The company was capitalized with a $50 million seed round led by a16z crypto in July 2022 and remains privately held under the legal entity VeeFriends, Inc., with a lean 11-50 employee footprint.

Name

VeeFriends

Legal name

VeeFriends, Inc.

Website

https://veefriends.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

VeeFriends is a character-based IP and collectibles company founded by Gary Vaynerchuk in 2021, spanning NFTs, trading cards, comic books, vending-machine toys, apparel, and multimedia content for collectors, families, and retail partners.

Ownership category

akta.pro rank

Product category

Character Collectibles and NFT IP

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Toy and Hobby Goods and Supplies Merchant Wholesalers (42392)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Trading Cards & Collectibles NFT Marketplaces (FSADANAI)

akta.pro secondary industries

Online Collectibles Marketplaces & Auction Retail (CRALAGAO), Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK), Trade Show Giveaways & Event Premiums (BPAFAMAG)

Keywords

• NFT collectibles
• Character IP licensing
• Trading cards
• Digital collectibles
• Physical collectibles

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. NFT Sales: Primary revenue from minting and selling NFT collections including Series 1, Series 2, Iconics, and limited-edition drops. NFTs provide access token benefits including exclusive events, free claims, and community membership.
2. Trading Cards: Physical and digital trading cards sold through blind Dutch auctions, retail distribution, and live breaking shows. Includes Topps Chrome VeeFriends 2025 and zerocool Series 1 cards.
3. Vending Machines: Physical collectible toys sold through proprietary vending machines at $0.50 per unit. Direct-to-retail model partnering with retail locations for machine placement.
4. Comic Books: Physical comic books featuring VeeFriends characters, sold individually ($24.99) or in bundles, with limited variant covers and collector editions.
5. Apparel and Merchandise: Character-themed apparel including hoodies, crewnecks, tees, FriendsCaps, plushies, and accessories sold through the official shop.
6. Licensing and Brand Partnerships: Licensing VeeFriends IP to partners like Walmart, Funko, Spin Master, and Hershey's Jolly Rancher for exclusive product collaborations.
7. Live Commerce: Revenue from live show platform partnerships with Whatnot and Fanatics Live, breaking packs and selling exclusive drops during live streams.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels9 records

Core offering

VeeFriends is a character-driven entertainment and collectibles company that creates and sells NFTs (Series 1, Series 2, Iconics), physical trading cards (Topps Chrome, TCG, Series 1), comic books (13+ issues), stickers, pins, vending machine toys, apparel, and animated cartoons based on a library of 268+ original characters representing positive traits. The company monetizes through direct product sales, IP licensing to partners like Walmart, Funko, Spin Master, Topps, and Hershey's, and live commerce shows on Whatnot and Fanatics Live.

Product overview

VeeFriends is a global entertainment company centered on an IP ecosystem of character-based collectibles. The core offerings include NFT collections (Series 1, Series 2, Iconics) providing digital ownership and exclusive event access, complemented by physical collectibles including Topps Chrome trading cards, comic books (now at Issue #18+), Super Stickers, Mini Stickers, Pins, and Minis (vending machine toys). The brand extends through multimedia content (YouTube cartoons), apparel/merchandise shop, exclusive events (VeeCon), and utility features like Burn Island and BOOK GAMES. Strategic brand collaborations with Funko, Spin Master, Walmart, Jolly Rancher, and Topps expand reach into toys, puzzles, comics, and confectionery. The architecture functions as a platform-plus-modules model where the character IP (created by Gary Vaynerchuk) serves as the foundation across both digital (NFTs, comics, cartoons) and physical (cards, stickers, toys, apparel) product lines.

Differentiator

Problem solved

Functional benefit

Brands

• VeeFriends Digital / NFT: A blockchain-based digital collectible and NFT platform
• VeeFriends Cards
• Super Stickers & Mini Stickers
• VeeFriends Comics
• VeeFriends Pins
• VeeFriends Minis

Products and services

• VeeFriends NFT Collections Digital collectible NFTs featuring original characters created by Gary Vaynerchuk, providing token holders access to exclusive events, free claims, and community membership.
• VeeFriends Trading Cards Physical and digital trading card sets including Topps Chrome, TCG (Trading Card Game), and Series 1 cards featuring VeeFriends characters with rare parallels.
• VeeFriends Comic Books Comic book series telling the stories of VeeFriends characters, available in multiple issues (13+ issues) with various cover variants and artist collaborations.
• VeeFriends Minis 1-inch rubber toy collectibles sold through vending machines, available in multiple seasons with various rarity tiers including Diamond, Gold, Emerald, Bubble Gum, Lava, and standard editions.
• VeeFriends Super Stickers & Mini Stickers Limited-edition collectible stickers featuring VeeFriends characters, blending 1980s vending nostalgia with 1990s collectible card aesthetics.
• VeeFriends Pins Collectible pin series including character pins, mystery pins, gemstone pins, and graded coins across various themed collections.
• VeeFriends Shop Apparel and Merchandise Official storefront offering character-themed apparel including hoodies, crewnecks, tees, FriendsCaps, plushies, and accessories featuring VeeFriends characters.
• VeeFriends Trading Card Game (TCG) Strategic trading card game featuring VeeFriends characters with scoring mechanics for Score, Aura, Skill, and Stamina attributes.
• VeeCon Exclusive annual conference event for VeeFriends token holders featuring panels, speakers, and community experiences.
• Burn Island NFT utility feature allowing users to burn NFTs to unlock rare collectibles, events, and prizes within the VeeFriends ecosystem.
• Topps VeeFriends Chrome 2025 Topps-produced Chrome trading card collection featuring 100 VeeFriends characters with signature refractor finishes, exclusive insert subsets, and numbered parallels.
• Jolly Rancher x VeeFriends Heat Wave Gummies Collector Box Exclusive collector's box priced at $29.99 featuring VeeFriends characters Sweet Swan and Hot Shot Hornet, sold on Whatnot live commerce in partnership with Hershey's Jolly Rancher.

Quantifiable outcome

• VeeFriends vending machines deployed across 80+ nationwide locations
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• zerocool (Fanatics Collectibles)coreStrategic or Co-development PartnerPartnership with zerocool, a premium trading card brand under Fanatics Collectibles, produced the VeeFriends Series 1 Trading Cards featuring 268 characters with rare parallels and sketch cards.
• ToppscoreStrategic or Co-development PartnerTopps partnership produced the first-ever VeeFriends Chrome trading card collection (2025), featuring 100 characters with Chrome refractor finishes and multiple insert subsets.
• WalmartmajorChannel Partner/ Reseller/ DistributorWalmart collaboration included exclusive comic book bundles at NYCC 2025 with Flex'n Fox Mini Sticker collectibles, free giveaways at Walmart booth, and GaryVee live signing events.
• FunkomajorChannel Partner/ Reseller/ DistributorVeeFriends partnered with Funko for NYCC 2025 exclusive POP! vinyl figures including Jolly Jack-O Gold (3,000 units) and Jolly Jack-O Silver (1,000 units).
• Spin MasterminorStrategic or Co-development PartnerSpin Master partnered with VeeFriends for NYCC 2025 to debut the 4D Build Motivated Monster Puzzle, marking the first collaboration in a growing partnership with plans for future releases.
• The Hershey Company (Jolly Rancher)majorChannel Partner/ Reseller/ DistributorHershey's Jolly Rancher brand partnered with VeeFriends for an exclusive $29.99 collector's box featuring VeeFriends characters Sweet Swan and Hot Shot Hornet, launching Heat Wave Gummies nationwide in February 2026.
• Wonder (Bellies by Wonder)minorChannel Partner/ Reseller/ DistributorWonder partnered to include VeeFriends Mini Stickers as collectible surprises in Bellies kids meals across 11 NYC, NJ, and PA locations, targeting families and kids.
• Scott Jochim / SqwishlandcoreTechnology or IntegrationScott Jochim, founder of Sqwishland and Brand Vending Products, partnered for production of VeeFriends vending machines and collectible toys. He has sold over 250 million toys in the vending space.
• SamsungminorChannel Partner/ Reseller/ DistributorGift Goat #16 featured Samsung 55 inch Neo QLED 4K Smart TV (valued at $1,499) as physical reward, distributed through Samsung's website for US holders.
• Amber VittoriaminorStrategic or Co-development PartnerAcclaimed artist Amber Vittoria created For What's Important NFT collection for Gift Goat #16, featuring 5 variations representing joy, love, hope, inspiration, and connection.
• Moonbug Entertainment (Cocomelon)minorStrategic or Co-development PartnerVeeFriends cartoons available on YouTube and partnered with Moonbug for Cocomelon content crossover, expanding reach to children's entertainment audience.
• CoolKicksminorChannel Partner/ Reseller/ DistributorCoolKicks collaborated with VeeFriends for NYCC 2025 FriendsCaps collaboration, a limited-edition sneaker and apparel retailer partnership.
• ShortboxedminorChannel Partner/ Reseller/ DistributorShortboxed partnered with VeeFriends for NYCC 2025 product drops and collaborations, expanding presence in the collector community.
• UNO Pizzeria & GrillminorChannel Partner/ Reseller/ DistributorVeeFriends redesigned kids menus at UNO locations, bringing interactive VeeFriends collectible experiences to family dining across multiple restaurants.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Topps: Topps is the established trading card manufacturer producing the VeeFriends Chrome 2025 collection. Directly comparable as a trading card publisher working with character IP to produce collectible card lines with refractor parallels and inserts, sold through hobby shops and mass retail.
• Funko: Funko produces the VeeFriends POP! vinyl figures and competes in the same pop culture collectibles category. Directly comparable as a pop culture IP licensor/figure manufacturer turning character properties into mass-market collectibles at accessible price points.
• Fanatics Collectibles: Fanatics owns zerocool, the trading card brand that produced the VeeFriends Series 1 cards. Directly comparable as a trading card distributor and live commerce platform (Fanatics Live) that VeeFriends uses to reach collectors.
• Yuga Labs (Bored Ape Yacht Club): Yuga Labs' BAYC is the most prominent NFT character IP project and a direct peer in monetizing a character-based NFT collection through licensing, merchandise, events, and community token-gated access.
• Dapper Labs (NBA Top Shot): Dapper Labs operates NBA Top Shot and similar NFT collectibles platforms, directly comparable as a builder of NFT infrastructure (originally on Flow, similar to VeeFriends' Ethereum/Base/Immutable X stack) for character-based digital collectibles.
• CryptoPunks (Larva Labs/Yuga Labs): CryptoPunks is one of the original NFT character collectibles projects, comparable to VeeFriends Series 1/Series 2/Iconics as a foundational NFT character IP that has sustained cultural relevance and secondary market value.

Broad incumbents

• Pokémon Company: The Pokémon Company is the dominant character IP with trading cards, vending machine toys, animated content, and merchandise. Directly comparable business model and represents the long-term ceiling VeeFriends is targeting with its character-to-multi-format strategy.
• Mattel: Mattel is a major toy and collectibles incumbent (Hot Wheels, Barbie, Masters of the Universe) now expanding into NFTs and digital collectibles. Comparable as a large-scale character IP owner pursuing the same physical/digital hybrid model VeeFriends is building.

Others

• Whatnot: Whatnot is the live commerce platform where VeeFriends runs pack-breaking shows and exclusive drops. Comparable as the primary distribution and community channel for VeeFriends physical collectibles rather than a direct competitor.
• OpenSea: OpenSea is the largest NFT marketplace where VeeFriends NFTs trade on the secondary market. Comparable as infrastructure/distribution for the digital collectibles side of VeeFriends rather than a direct product competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/veefriends
• YouTubevf.social/youtube
• Facebookvf.social/facebook
• LinkedInlinkedin.com/company/veefriends
• Instagramvf.social/instagram
• TikTokvf.social/tiktok

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VeeFriends