The scream hit before anyone could explain it. Somewhere in the middle of a pack-opening moment, a rainbow card surfaced, and the room went sideways with pure disbelief. That is the world VeeFriends is building: a collectibles universe where a small piece of cardboard can stop a grown adult cold. Gary Vaynerchuk launched VeeFriends in 2021 with a straightforward ambition, to create a universe of 250 characters, each carrying a positive attribute, and use that universe to push the world toward something better.
A universe built around 250 characters with a purpose
Every character inside VeeFriends was designed to carry a specific positive trait, not just a look. The 250-character roster is the engine of the whole operation, giving collectors something to connect to beyond the object itself. Since the 2021 launch, the brand has expanded steadily, moving from its original format into collaborations with Topps Chrome and a growing list of other brands. The physical forms keep multiplying: cards, coins, comics, stickers, and more have all become part of how the characters travel into collectors’ hands.
The pull of a rainbow and what it means to find one
The reaction that erupted during one recent pack opening captured exactly what VeeFriends is chasing. When a rainbow card came out of the pack, someone in the room gasped, ‘That’s the very lucky black cat on the market.’ The energy that followed was not manufactured for an audience. It was the unscripted sound of something rare being held for the first time, the kind of moment the entire collectibles format exists to produce. As one collector put it in the room: ‘Oh my god. That’s the rainbow. And it rocked.’
The very lucky black cat
A rainbow version of the very lucky black cat character, pulled from a pack and held up wide-eyed in a room full of people who immediately understood what they were looking at.
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