What if we tried something completely different?

You could call a major label a rightsholding business… but instead of obtaining rights, Warner wanted to give them away, for free.

Why? To create value and experience for people, learn a deeper level of community building, evolve the way we work as an entertainment company, challenge the norm of a rightsholding business, empower creators to benefit from IP, position Warner Records as innovative, credible players in the future tech space and create a foundation to build on as a label.

Welcome to the world of Stickmen Toys. A brand, fusing music, art and technology. We’re taking our community on a journey to reconnect with their inner child through childhood nostalgia and contemporary collector culture.

Created by the few, owned by the many, Stickmen Toys was a free collection of 5,000 unique, audio-visual digital collectibles by Warner Records and Bose, taking people on a journey to reconnect with their inner child – toys, but for big kids. Holding a Stickmen Toys gifts collectors with brand collaborations, exclusive merchandise, live events, metaverse experiences and future Warner Records drops. Welcome to the playground.

Each Stickmen Toy is visually and audibly unique, and comes complete with its own 30-second track, generated from a range of bass lines, drums, melodies, sound effects and vocal samples produced originally by The Stickmen Project.

Famed for bringing audio to life, the collection featured Bose-themed characters. Fusing music and fashion, every character came with custom designed, hand-painted digital art. Collectors who got their hands on a Bose character were able to claim free, one-ofa-kind, limited edition Bose X Stickmen Toys headphones or speakers.