That iconic branding item, the Playboy bunny, is being given new life in a series of non-fungible tokens (NFTs) called Playboy Rabbitars.
Long known for its licensing capabilities, Playboy will release 11,953 unique Rabbitars.
These 3D rabbit characters were created by Playboy’s Web3 Innovation team, in partnership with Possible Studios, art studio and WENEW, the art studio and blockchain technology company.
The Rabbitars possess “speed, cultural sophistication, razor-sharp wit, inimitable intellect, fantastic fashion sense, and in some cases, sexual prowess,” Playboy jokingly says.
The Rabbitars will be available for purchase for 0.1953 Ethereum on the Rabbitar landing page using crypto or U.S. dollars (USD).
There will be three sales: A presale will be held on October 24-Oct. 26 for whitelisted Eth-paying collectors.
A public sale will occur on Oct. 26 and a public sale for Eth-paying collectors on Oct. 27.
Playboy says that all collectors will need an Ethereum wallet, whether they pay with Ethereum or USD.
There is a Rabbitar website, featuring information on how to get one.
Playboy sees blockchain as a tool that can expand the ways consumers interact with the Playboy lifestyle, and as a mechanism for new membership offerings.
The publication tried NFTs and blockchain technology last spring with an NFT called Liquid Summer, digital artworks created with the artist Slimesunday.
Last month, Playboy launched a dedicated Discord server called "The Rabbit Hole" to deepen engagement with the NFT community.