Dapper Labs & Dr. Seuss NFTs: Trading Cards Come to Life

A Brooklyn Startup's Evolution in Digital Collectibles

In 2012, a mobile app development company located in Brooklyn was contracted by Topps, the 83-year-old trading card firm, for a specific project. For Erich Wood, president of the Brooklyn-based team and a UCLA economics graduate with a passion for trading cards, this presented a uniquely appealing opportunity that would significantly alter his career path.

Initial Success with Major Licenses

Topps possessed licensing agreements with prominent entities like Major League Baseball, the National Football League, and Star Wars. Wood’s company, identified by Topps’s head of digital, was tasked with building the initial digital trading card platforms for each of these brands.

The digital cards quickly gained popularity. According to Wood, the positive reception led him and Michael Bramlage, the aforementioned digital chief, to establish their own digital collectibles venture, Quidd, in 2016.

From Quidd to Tibles: A New Venture Emerges

Currently, Bramlage continues to serve as CEO of Quidd, which was acquired by Animoca Brands in 2019 and now functions as an independent subsidiary. Meanwhile, Wood has been developing a new business, Tibles, comprised of 13 individuals, which recently secured $3 million in seed funding spearheaded by Cadenza Ventures, with additional investment from Dapper Labs – the company behind the successful “NBA Top Shot” platform.

Tibles and Quidd: Similarities and Differences

Tibles shares some similarities with Quidd, however, a key distinction lies in their blockchain approach. Quidd currently stores its collectibles on centralized servers ("off chain"), while Tibles is building an NFT marketplace exclusively on Flow, the blockchain created by Dapper Labs. Quidd has announced plans to transition to the blockchain in the near future.

Furthermore, Tibles concentrates solely on pop culture and entertainment brands, whereas Quidd also offers sports collectibles.

Beyond Digitization: Creating Authentic Experiences

Wood emphasizes that Tibles differs from other digital collectibles marketplaces by not merely converting existing images into NFTs. Instead, the company intends to collaborate with brands to establish a comprehensive ecosystem featuring original licensed artwork, a dynamic trading experience, and a thriving community. The goal is to replicate the authenticity of physical collecting in the digital realm.

The Launch of "Seussibles"

To demonstrate this approach, Tibles has partnered with Dr. Seuss Enterprises and Dapper Labs to introduce “Seussibles.” This initiative allows fans of Theodor Geisel to acquire NFTs of his iconic characters, including the Lorax, the Grinch, and Horton the Elephant, and engage with fellow enthusiasts.

Mimicking the Physical Trading Card Experience

As Wood describes, the NFTs are available in blind five-packs, reminiscent of Pokémon cards. These “stickers” can be displayed in a virtual “sticker book,” allowing users to view each other’s collections.

A dedicated clubhouse area facilitates social interaction among fans, and a trading area enables the exchange of holdings.

Pricing and Future Considerations

Currently, all packs are priced uniformly, with no “limited edition” NFTs available. However, Tibles plans to analyze trading patterns to identify characters that hold greater value for fans.

Roadmap: Hiring and Licensing

Priorities for the startup include expanding its team through strategic hiring. Tibles will also collaborate closely with Dapper to secure additional licensing agreements and expand its content offerings. Wood acknowledges that the licensing process can be lengthy and confidential.

Focus on User Experience

From a development perspective, Wood states the focus is on simplicity. Tibles aims to provide a user experience where purchasing items is as straightforward as an Apple in-app purchase. Effort is also being invested in creating a seamless community experience for sharing, organizing, and trading.

Adapting to Fan Preferences

Wood’s experience in the digital collectibles market has taught him that different fan bases have distinct preferences. While the Dr. Seuss partnership centers around card-like stickers, future projects may incorporate “video or animation; they could have interactions.”

The core principle is that all offerings will be collectible web objects, tailored to the specific property and its audience. “We spend a lot of time understanding the IP and the brand and their fans and what they like,” Wood explains, “And it’s almost never one thing that works.”