Hilton has made investments in various tech firms.
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It enables some NFT owners to create digital artwork that brings the characters to life.
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He also purchased a costly and highly prized collection known as a Bored Ape Yacht Club NFT.
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It has drawn consumers who are famous. Even Hilton has produced her own NFT paintings. The "Iconic Crypto Queen," one of their newest NFT pieces
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Blake Catherine, a well-known NFT artist, collaborated on the creation, which was auctioned for $1.111 million.
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Hilton's new business was given the name of her all-time favourite.
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"For celebrities like brands, it's another avenue for them to engage with their audiences," said Michael Inoue, a principal analyst at ABI Research.
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One aspect of Hilton's expanding empire is represented by their bets on these digital goods and services.
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Cosmetics, apparel, and fragrances have generated more than $4 billion in sales to date.
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To this purpose, Hilton is collaborating with ZipRecruiter, an online employment marketplace, to expand its staff.
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