Mattel Creations, the toyco’s e-commerce and content platform, is partnering with NFT brand VeeFriends to launch an UNO deck featuring 17 of Gary Veynerchuk’s most popular characters, including Charming Cheetah, Sweet Swan and Gary Bee.

The VeeFriends brand, which just launched this year, encompasses more than 268 original characters, all drawn by Veynerchuk. Described by Mattel as a “serial entrepreneur,” Veynerchuk was an early investor in Facebook, Twitter, Snapchat and Uber.

Each VeeFriends x UNO deck comes with a collectible foil card and a new Wild Sharing Squirrel rule card that requires the next player to post a selfie with all of their cards to social media using the hashtag #VeeFriendsUNO. Priced at US$25, this new iteration of the classic game will be sold exclusively through the Mattel Creations platform and is currently available for presale.

The market value for NFTs tripled to US$250 million last year. In addition to using NFTs to expand the licensing programs of big brands, kidcos are also now creating new content inspired by original NFTs. TIME Studios, for one, has partnered with artist Pablo Stanley to launch a kids show inspired by his Robotos NFT collection.