NFT startup and women-led global initiative, Boss Beauties, today announced the appointment of Yael Afriat as its new chief commercial & revenue officer.
Afriat was most recently head of licensing at book publisher, DotDash, and has experience in the licensing and real estate industries.
Notably, she was senior director of marketing, licensing and global brand management at toy company, MGA Entertainment from 2014-2017. She was promoted into this role after spearheading the Bratz franchise re-launch, leading a $15 million integrated marketing campaign that drove an incremental $100 million to MGA’s revenue.
She was also senior licensing manager at toy company Mattel for three years, where she developed the Barbie, Monster High and Hot Wheel brands. From 2008 – 2010, Afriat was the merchandise manager at Disney.
Mattel entered the NFT space this year in partnerships with Veefriends and Onchain Studios while Barbie teamed up with Balmain for an exclusive NFT drop.
This new hire is part of Boss Beauties’ plan to make a push into toys, games and products as Yael has vast licensing experience at world famous toy manufacturers.
With her new role, Afriat is taking her first steps into Web3. “Major day in the crypto space for this @BossBeauties. I purchased my first Ethereum, set up my wallet, and my OpenSea account,” she tweeted today.
Afriat joins other female leaders in the Web3 space including Boss Beauties founder Lisa Mayer and NFT advocate/media company founder, Randi Zuckerberg.
Boss Beauties has been ramping up efforts to expand its brand across different verticals. In August, the company signed with talent agency, WME, for representation.
WME will exclusively represent Boss Beauties and help expand its intellectual property across media verticals such as Web3, film, TV, digital and gaming, as well as live events and brand partnerships.
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