You buy a digital pack of NFTs (5 NFTs for $9.99 or 15 for $29.99) and have a very small chance of getting a rare one that comes with the physical product redemption. Optimus is the "grail" of the wave, with a 0.28% pull rate. The other 5 physical redemptions, including Bee, have a 1.72% pull rate. Most people just get worthless ones. It's just digital trading cards with the NFT buzzword tacked on and the chance to win a physical Pop! figure. And if you collect the full set, excluding the physical redemption ones, you get a bonus physical Funko of their mascot in a Hasbro t-shirt holding a Simon game.
https://imgur.com/a/W3wvml2
https://imgur.com/a/55elBCW