Modernizing Traditional Approaches: Macy’s Enters the NFT Game 

How the 163-year-old brand continues to innovate 

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Last fall, in celebration of the 95th Annual Macy’s Thanksgiving Day Parade®, Macy’s launched its first-ever NFT series with a special drop of 9,500 free NFT artworks featuring iconic balloons from its rich nine-decade legacy in support of Make-A-Wish®. The effort helped Macy’s raise $300K for Make-a-Wish, with secondary sales continuing to transact daily. 

Spark Foundry’s CEO Sarah Kramer and Macy’s svp of Media & Site Merchandising, Anne Dunn O’Connell, sat down for a fireside chat at Adweek’s Mediaweek to discuss Macy’s NFT debut and how the partnership will continue to propel Macy’s into the future of customer connection. 



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