Following its massive success as an ‘Non-Fungible Token’ (NFT) collection, Imaginary Ones has embarked on the next phase of its journey to target the children’s market segment through its sub-brand: Imaginary Junior, which will comprise six distinct and delightful characters, each with their unique personalities.
Founded by Singaporeans Clement Chia, 35, and David Lee, 34, Imaginary Ones originally started out as an NFT collection in April 2022, comprising 8,888 fully animated and 3D characters on the Ethereum blockchain network. Alongside three other partners – Gregory Poon, Caleb Hoon and Jerome Kwek, the team launched one of the most successful NFT projects, selling out the entire collection within 6 minutes during the Dutch auction sale. To date, more than 12,000 ETH (~$2,000,000 USD) of sales volume have been transacted on the secondary market, OpenSea.
The Imaginary Ones team believes in using art to spread love, positivity and creativity. “When we were young, anything and everything seemed possible. However as we grow up, the reality of life would sometimes make us lose that spark of imagination. Through Imaginary Ones, we wish to re-ignite that spark once again and get people to embrace creativity, and work on the dreams they once had” said David Lee, co-founder of Imaginary Ones.
Next Phase for Imaginary Ones
Beyond establishing its presence as an NFT collection, Imaginary Ones is looking forward to grow its brand beyond the web3 space through its subsidiary, Imaginary Junior, to cater to the children’s market. According to a report by Transparent Market Research, the kids’ digital advertising market is expected to exceed $21.1B USD by 2031, and there has been a rapid rise in mobile internet and the adoption of smartphone among kids in recent years.
Imaginary Junior will feature its own YouTube and TikTok channel and will be focused on engaging children through its kids-related content. Last week, Imaginary Junior released its first animation content – a rendition of the popular children’s song ‘Wheels on the Bus’. Animated by OFFSET – an award-winning digital creative agency, this classic rendition is designed to be interactive for children to sing along and dance to. The song’s lyrics have also been adapted to tell the Imaginary Ones’ story. Moving forward, there are plans in future to compose and produce original creations of nursery rhymes that children love and adore.
Co-founder, Clement Chia said: “Imaginary Ones was born from a single spark of inspiration to spread love and positivity and we hope to inculcate these shared values with every child through the use of creative and engaging content. The six characters in Imaginary Junior will come with their own unique personalities, and have been intricately designed to resonate with positive values and habits that we wish for every child to adopt.
Clement continues: “We have been heartened by the love and support that everyone has shown to Imaginary Ones so far, and will continue to do our best to fulfill our vision for the brand. With the success of our initial NFT collection, the team remains fully committed in growing the brand beyond web3, and have pledged to use 90% of our sales revenue to re-invest back into the business.”