PLAY by American Express Platinum Reimagines Toys as Art Pieces
Laura McQuarrie — December 2, 2023 — Marketing
References: go.amex & businesswire
For Art Week, PLAY by American Express Platinum will be inviting people into a playful environment where iconic toys will be reinterpreted as limited-edition collectibles and art pieces. Artists like Salehe Bembury, Eny Lee Parker, Surin Kim, Serban Ionescu and Kumkum Fernando will be putting their stamp on nostalgic products with this American Express collaboration with PlayLab, Inc. and Mattel Creations.
This interactive gallery, open to all American Express Platinum Card and Centurion Members, recognizes that Platinum Card Members are art lovers and collectors and it speaks to them with a one-of-a-kind experience that doubles as a chance for them to expand their collections.
Artists’ creations will be for sale in the gallery and select toys will be available to purchase online for a limited time in December.
This interactive gallery, open to all American Express Platinum Card and Centurion Members, recognizes that Platinum Card Members are art lovers and collectors and it speaks to them with a one-of-a-kind experience that doubles as a chance for them to expand their collections.
Artists’ creations will be for sale in the gallery and select toys will be available to purchase online for a limited time in December.
Trend Themes
1. Reinterpreting Toys as Art - The PLAY by American Express Platinum gallery reimagines iconic toys as limited-edition collectibles and art pieces created by renowned artists.
2. Interactive Art Experiences - American Express offers Platinum Card Members a unique and engaging gallery experience where they can interact with and purchase art creations.
3. Nostalgic Products Reimagined - Salehe Bembury, Eny Lee Parker, Surin Kim, Serban Ionescu, and Kumkum Fernando put their creative spin on nostalgic toys, giving them a fresh and artistic perspective.
Industry Implications
1. Art Collecting - The interactive gallery provides a disruptive innovation opportunity for art collectors to diversify their collections with unique and limited-edition pieces.
2. Credit Card Services - American Express leverages its partnership with PlayLab, Inc. and Mattel Creations to offer a differentiated experience for its Platinum Card and Centurion Members.
3. Toy Industry - The collaboration between American Express and renowned artists opens up new possibilities for the toy industry by reimagining iconic toys as art pieces and collectibles.
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