Why NFTs, fashion and entertainment deals should be moneymakers, not just marketing

Brand digital art deals via NFTs are snowballing, from Coke to Taco Bell to E.l.f. So are apparel licensing deals, including bizarre-sounding ideas like Panera and Vizzy swimwear or sweatsuits that look like old Pizza Hut tablecloths. And brand entertainment licensing, like Lego’s movies, were already common. But even the biggest of these are usually seen by brand marketers as creative ways to engage loyal fans, rather than money makers. And with the recent wave of non-fungible token (NFT) brand art, proceeds generally go to charity.