The Sandbox secured new celebrity partnership with Paris Hilton

The Sandbox is becoming a playground for big brands and celebrities to begin exploring the metaverse. In its ongoing quest to further incorporate itself into mainstream entertainment culture, the platform has teamed up with Paris Hilton. The Sandbox announced the partnership with a special DJ set performed by Hilton at this year’s SXSW festival. 

The deal, which was signed by Animoca Brands and Hilton’s 11:11 Media, will provide the star an official Sandbox avatar designed in her likeness and parcels of LAND featuring a game-like experience themed around her love of fashion, music, and animals. There weren’t many details on what Hilton is planning, but initial reports suggest that fashion shows, NFTs, and games play a big part in her virtual real estate.

This partnership isn’t the first time Paris Hilton experimented with putting her identity and brand in the metaverse. Last year, the star performed on the gaming platform Roblox. She created a virtual island in the game called “Paris World” as well. Additionally, Hilton is known to be a massive supporter of NFTs and cryptocurrency. According to recent reports, the celebrity owns around 150 NFTs. She also created her own set of NFTs with the help of SUPERPLASTIC. This NFT set is known as “Paris: Past Lives, New Beginnings.”

Likewise, it’s also not the first time for The Sandbox to partner with celebrities and big names in the past months. The metaverse platform has signed similar deals with big stars like Snoop Dogg, Steve Aoki, and Deadmau5. Brands like Warner Music Group, Adidas, The Walking Dead, The Smurfs, and Atari are also working with The Sandbox. Most recently, the global bank HSBC has bought parcels of LAND on the platform.

SOURCE: Adweek