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Nik Sharma, an investor in brands such as Last Crumb and Maude, has even set up his own NFT project, Bodega Cats, where token holders can get access to industry briefings, meetups with Sharma himself, and tip-offs about brands looking for investment — as well as mystery boxes stuffed with products from these brands, of course.

“NFTs offer new ways for engaging customers,” explains Jaime Schmidt, the cofounder of Color Capital, a venture capital firm that invests in consumer brands and “Web3,” the term that refers to the blockchain-based decentralization of the internet. “For example, NFTs could unlock access to participation in focus groups, [or] private events available... See more