tZERO Group, Inc., a leader in blockchain-based financial infrastructure, has announced that the digital asset security issued by Zion Peaks, Inc., a wholly owned subsidiary of Bed Bath & Beyond, Inc. (NYSE: BBBY), is now accepting orders on the tZERO Securities Alternative Trading System (ATS). Trading is expected to commence on August 12, 2026. This marks a significant milestone as the security, known as the "BABY" Digital Token, transitions from primary issuance to secondary trading on a regulated platform.
The BABY Digital Token is linked to certain intellectual property associated with the buybuy BABY brand. It was initially offered through a Regulation Crowdfunding (Reg CF) primary issuance conducted exclusively on the tZERO platform in 2025. With the commencement of secondary trading, eligible investors will be able to transact the security on tZERO's regulated marketplace, providing an avenue for liquidity and price discovery following the completion of the primary offering.
The token is designed to connect brand affinity with economic participation. Holders are entitled to receive an annual pro rata dividend derived from 1% of net sales from buybuyBABY.com, subject to Zion Peaks' lawful ability to pay and declaration of the dividend. This innovative model aims to allow token holders to share in brand-related revenues while becoming engaged customers and advocates for the brand.
Alan Konevsky, Chief Executive Officer of tZERO, commented on the development: "This transition from primary issuance to regulated secondary trading demonstrates how tokenization can support an asset throughout its lifecycle. By combining capital formation, digital issuance and secondary liquidity within regulated infrastructure, tZERO enables issuers to bring new categories of investable assets to market and establish an ongoing connection with their investor communities."
tZERO's regulated infrastructure supported the BABY Digital Token's initial capital raise and now facilitates its transition to secondary trading. The addition of the security to the tZERO Securities ATS further demonstrates the platform's ability to support the complete lifecycle of tokenized securities and a broad range of asset types, including intellectual property-linked investments.
This development is significant for the broader tokenization industry, as it showcases the viability of intellectual property as an asset class for digital securities. By providing a regulated secondary market, tZERO is addressing one of the key challenges in the digital asset space: liquidity. Investors who participated in the primary offering now have a potential exit route, and new investors can gain exposure to the brand's performance through a regulated venue.
The move also highlights the growing trend of companies using blockchain technology to create new forms of investment opportunities that align with consumer affinity. The buybuy BABY token is an example of how brands can engage their customer base in a more direct financial relationship, potentially increasing brand loyalty and advocacy.
Eligible investors can learn more and access trading here. As with any investment, digital asset securities carry risks, including potential loss of principal, lack of liquidity, and unique risks such as fraud, manipulation, and theft. Investors are encouraged to conduct their own due diligence and consider their financial situation before participating.
tZERO Group, Inc. and its broker-dealer subsidiaries provide an innovative liquidity platform for private companies and assets. The company offers institutional-grade solutions for issuers looking to digitize their capital table through blockchain technology and make such equity available for trading on an alternative trading system. tZERO Securities, LLC, a broker-dealer registered with the SEC and a member of FINRA and SIPC, operates the tZERO Securities ATS.
This announcement underscores the maturation of the digital asset securities market, as more assets move beyond initial issuance into active secondary trading. It also positions tZERO as a key player in the infrastructure supporting the full lifecycle of tokenized assets, from capital formation to ongoing liquidity.
