ETTV and GREI team up on digital authentication for art toys

ETTV announced a partnership with GREI on July 3, 2026, to add digital authentication and ownership registry services for eligible designer art toys and collectible figures. The move is aimed at giving collectors a more durable way to verify authenticity, track provenance, and document ownership over time.

Why it matters: - The partnership is designed to give collectors a more reliable way to verify authenticity for designer art toys and related collectibles. - Digital provenance records can help preserve ownership history as collectibles are resold or transferred. - The collaboration targets a market where artist-signed items, limited editions, and convention exclusives continue to attract demand.

What happened: - ETTV announced a strategic partnership with GREI, the Global Registry of Exclusive Items, on July 3, 2026. - The partnership will provide authentication and digital ownership registry services for eligible designer art toys and collectible figures. - The companies said the collaboration combines ETTV's collectibles expertise with GREI's digital authentication and registry platform. - The announcement was made from Los Angeles.

The details: - Eligible collectibles offered by ETTV may be authenticated by GREI and recorded in the GREI Registry. - Each authenticated item receives a digital Certificate of Authenticity, a unique registry record, and secure QR code verification. - The registry record includes item documentation, authentication observations, edition information, and signature or remarque documentation when applicable. - Ownership registration through the GREI Registry is optional. - Collectors and future owners can verify records by scanning the QR code on the GREI COA Card or entering the certificate number on the GREI website. - The platform is intended to preserve authenticated information as collectibles change hands. - The initial scope includes eligible designer vinyl toys, resin art figures, artist-signed collectibles, original remarques, limited editions, convention exclusives, and select one-of-a-kind works. - POP MART artist-signed collectible authentication will be a key focus of the collaboration. - GREI is not a marketplace and does not handle buying or selling.

Between the lines: - The partnership reflects a broader push in collectibles toward digital records instead of paper-only certificates. - ETTV is positioning the deal around collector trust, transparency, and long-term documentation. - The focus on POP MART artist signings suggests ETTV sees strong demand in that segment. - GREI's role stays narrow: authentication, documentation, certification, and registry services.

What's next: - ETTV says eligible collectibles will begin flowing through GREI's authentication and registry process as the partnership rolls out. - The companies are likely to expand the use of digital provenance tools if collector adoption grows. - The arrangement may set a template for how high-end designer toys are authenticated and transferred in the future.

The bottom line: - ETTV is betting that digital authentication and permanent ownership records will become a bigger selling point in the designer art toy market.