The Sandbox Announces Partnership with SM Brand Marketing

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The Sandbox Announces Partnership with SM Brand Marketing


  • SM Brand Marketing (SMBM) acquiring dedicated LAND and will produce NFT goods
  • This announcement introduces a global fan-participatory service
  • This partnership brings SM’s P2C (Play2Create) ecosystem to The Sandbox, compatible with the Re-creator Ecosystem

HONG KONG – Feb 24. 2022– The Sandbox, a leading metaverse platform and subsidiary of Animoca Brands, announced today a partnership with SM Brand Marketing (SMBM) to collaborate with their parent company’s SM Entertainment Group (SMEG), metaverse and Play2Create (P2C) ecosystem. Building the P2C ecosystem, which was conceptualized by SMBM Chief Producer Soo-Man Lee, marks the inaugural collaboration between the companies. Specialized LAND on The Sandbox platform for K-content (Korean entertainment content) with the working title ‘SMTOWN LAND’ will be created in the K-verse, bringing fan focused events such as concerts and meet ups to the platform. Additionally, the ‘Re-creator Economy’ will be formed allowing fans to enjoy a multitude of games and create NFT items based on SM Entertainment Group’s IP.


“We’re proud to be the very first NFT Metaverse SM Entertainment Group chose to partner with to bring SM culture & universe to life, enabling fans and K-pop artists to connect through User-Generated Content, Dance, Music and Singing and access immersive experiences around NFTs.” Said Sebastien BORGET; COO & Co-Founder of The Sandbox, “Expanding on their legacy of innovation as the group has been the leading Asian entertainment; bringing K-pop culture to the world for the past 27 years.”


The Sandbox and SMBM will share knowledge and tools in their areas of expertise to ensure innovative compatibilities, such as NFT swap between The Sandbox and SMEG’s upcoming P2C ecosystem and SMEG’s creation tool. Additional plans are in progress for a global fan-participatory service with more details to be shared at a later date.


“SM Entertainment Group has become a company which has unlimited potential to expand in the digital world based on numerous IPs, artists, and the SMCU (SM Culture Universe) which all have been connected to each other,” said Chris Lee, CEO of SMBM, and “We expect The Sandbox, which has a well-established creator economy, to expand SMCU within the metaverse through this partnership opportunity.”


SM joins over 200 existing partnerships including Snoop Dogg, Warner Music Group, Cube Entertainment, Skull & Koonta, Deadmau5, Steve Aoki, Richie Hawtin, SHIFT UP, Ubisoft, Atari, Adidas, K-League, ZEPETO, Pororo, The Walking Dead, The Smurfs, Care Bears, and CryptoKitties, all following The Sandbox team’s vision of expanding the metaverse.