Pudgy Penguins Lands in Walmart Holiday Catalog Reaching 40M

pudgypenguins announced on Sept. 25, 2026 that the project is appearing in @Walmart's holiday catalog, a placement the brand says is distributed to more than 40 million people.

The announcement positions the NFT-born brand inside Walmart's holiday marketing circulation during the peak shopping season, a period when mass retail catalogs reach households that may have no prior exposure to crypto-native collections. The post was accompanied by festive artwork depicting a penguin alongside a Walmart-branded catalog, surrounded by Christmas trees, ornaments and gift boxes.

From NFT Collection to Retail Brand

Pudgy Penguins launched on Ethereum in 2021 as a collection of 8,888 hand-drawn penguin characters. Luca Netz acquired the project in April 2022 and repositioned it around consumer products rather than speculative trading, a strategy now managed under Igloo Inc.

That push has produced physical merchandise at major US retailers, with the project's toys selling more than 1.5 million units across Walmart and Target. The project also issued the PENGU token on Solana for governance and ecosystem utility.

The catalog appearance caps a busy month of retail and events activity for the brand, including its first Japanese pop-up at Tokyo Dome City, a return to the LA Toy Fair, and a Huddle event series slated for Seoul around Korea Blockchain Week, running Sept. 28 to Oct. 2.

With the catalog reaching tens of millions of households ahead of the holiday season, the placement gives Pudgy Penguins its broadest mainstream distribution channel to date.