Azuki creators Chiru Labs announced on Jan. 25 that preorders of their physical BEANZ toy, built in collaboration with digital IP platform IPX, have completely sold out.
“The BROWN x BEANZ Hooded Figurine is sold out! Thank you to everyone for supporting our first product drop with IPX,” BEANZ announced in a thread on X.
Those who preordered can expect that their toy will arrive later this spring. “Manufacturing for the hooded figurine is in the final stages. For those who bought the hooded figurine, you will get an email notification,” BEANZ continued.
The debut BEANZ figurine, themed “Winter Wonderland in Hilumia,” features Jay, the character of BEANZ, wearing a hoodie in the shape of BROWN, a bear who is the star of “BROWN and Friends,” a celebrated collection from IPX—formerly known as Line Friends.
The figurine pre-order opened in the second week of January 2024 as part of the BEANZ winter collection at LINE FRIENDS, which also included keychains and a tumbler.
Azuki and BEANZ fans delightedly greeted news of the collection—and of the figurine’s sell-out. “~100K followers on TikTok. ~400K followers on IG. BEANZ branding in the LINE FRIENDS Gangnam store. Adorable Brown x BEANZ product drop bringing BEANZ to the masses. BEANZ success in web2 is inevitable, collector shotguncaio posted on X.
To Chiru Labs, the sellout is a strong positive sign for the company’s foray into real-world assets and mainstream adoption. “We are overwhelmed by the incredible response to our collaboration with LINE FRIENDS,” Liz Yang, Head of Growth at Chiru Labs, said in a statement. “The blend of BEANZ’s creativity and LINE FRIENDS’ adorable characters has resonated with fans in a way that we could only dream of. We are grateful for the enthusiastic support to bring web3 IP to the web2 masses,” she said.
BEANZ staged a “retail takeover” of the flagship Line Friends store in the fashionable district of Gangnam, Seoul, South Korea—as well as an eye-catching billboard at the Times Square location and a retail presence in Los Angeles.
The figurine features Physical Backed Token (PBT) technology, an open-source protocol that allows owners of the toy to track and register its ownership on-chain via a simple scan.
“Digital tokens representing physical items already exist, but the two are often decoupled after the mint. PBT is a standard which features decentralized authentication and tracking of the ownership lineage of physical items, completely on-chain and without a centralized server,” the Azuki official X account explained at the technology’s 2022 launch. The technology will also serve as a way to facilitate storytelling as well as NFT and merch drops for collectors.
Against a background of talks between Chiru and IPX to plan a second drop, the teams have also announced that details for an upcoming sale of limited-edition gold versions of the BROWN x BEANZ toy will be released soon.