The NFT landscape is ruled by three main collections: CryptoPunks, Bored Apes and Pudgy Penguins – but with another collection quickly rising through the ranks, should they be joined by a fourth?
That NFT collection is Doodles.
These 10,000 NFT characters have gone from a blockchain-based art experiment into one of the leading web3 entertainment brands – but what are they, what should you know about them, and how did they become what they are today?
Here’s our complete 2024 guide to Doodles.
What is Doodles?
Doodles is a collection of 10,000 unique NFT characters. Created by co-founder Burn Toast, each Doodle features a fusion of traits – from hairstyles and clothing to accessories and more. Once launched, Doodles quickly gained popularity for their vibrant style, big-name collections, and distinctive vision.
The Doodles collection was devised by three creative minds:
- Evan Keast (Tulip): Marketing and product expert, who formerly worked on CryptoKitties at Dapper Labs.
- Jordan Castro (Poopie): Blockchain expert, also contributed to CryptoKitties.
- Scott Martin (Burnt Toast): Illustrator and animator, worked with Google, Snapchat, and WhatsApp.
In 2022, they hired Julian Holguin, former President of Billboard, as CEO of Doodles. Later that same year, they brought in Pharrell Williams as Chief Brand Officer.
Doodles are now much more than an NFT collection, having expanded into music, animation, physical goods and more, with partnerships and references with the likes of Adidas, The Simpsons and many more. Their success to date has led Doodles to become one of the most prominent NFT collections in the world.
What has Doodles accomplished so far?
Doodles minted on October 17, 2021, with each NFT sold at 0.123 ETH. The NFT collection sold out quickly, with collectors fascinated by their quirky nature and eclectic community.
Soon after, Doodles introduced several other NFT collections:
- Space Doodles: The official Doodles companion collection. Gives holders the ability to engage with a range of digital experiences.
- Dooplicator: A tool, launched in summer 2022, that gives holders the ability to create wearable items from the clothing on their Doodles NFTs.
- Genesis Box: An NFT lootbox, released in June 2022, that included wearable items for Doodles avatars.
June 2022 saw Doodles hold their Genesis Factory event in New York City, unveiling Pharrell Williams as their Chief Brand Officer. Pharrell’s involvement drove several collaborations between Doodles and an array of music, fashion and entertainment brands.
January 2023 saw Doodles acquire animation studio Golden Wolf, utilising their talent to amplify their storytelling, content creation and animation arms.
April 2023 saw the debut of ‘The Stoodio”, an engagement platform on the Flow blockchain. The platform hosts Doodles 2, a public platform that allows anyone to create their own unique Doodles character and equip it with a range of digital wearables.
July 2023 saw the arrival of the Inkubator, a platform set up to support community-driven initiatives, with funding and assistance from the Doodles Community Council.
Next up, Doodles collaborated with CAMP for an in-person pop-up in August 2023 – a 3,500ft real-world Doodles experience in Chicago.
Late 2023 to early 2024 saw a number of partnerships – including Crocs, Casio G-SHOCK, Adidas and AriZona – and several new initiatives, with Castro releasing $POOP, the creation of Doodles Records, and the announcement of Dullsville and the Doodleverse, featuring Pharrell Williams, Lil Wayne, and Coi Leray.
Dullsville and the Doodleverse premiered at the Toronto International Film Festival in September 2024, and gained mainstream media coverage from outlets around the world.
Alongside all of this progress, Doodles has faced a number of setbacks.
Castro was criticised in March 2023 for stating that Doodles was “no longer an NFT project”, creating concerns that web3 wasn’t a part of their long-term plans. Since then, Doodles has strengthened its ties to web3 – much in the same way as collections such as Bored Apes and Pudgy Penguins.
What does the future hold for Doodles?
Doodles has laid out their plans for expanding their brand across both web2 and web3 over the coming years.
With the success of Dullsville and the Doodleverse, Doodles is doubling-down on animation, with Golden Wolf and Burnt Toast set to produce a flurry of new animated content. This will likely air on DoodlesTV, their new online pay-per-view platform.
Doodles is shifting Doodles 2 to the Base blockchain, to improve its usability, scalability and costs. The plan is for Doodles 2 to become the entry point for mainstream audiences to engage with the Doodles brand.
Their previous collaborations have been wildly successful – and we can expect many more collaborations on the way. These are likely to be similar in vein to the 2023 release of the Pharrell Pack – a collaboration between Pharrell and Adidas for a line of digital wearables for Doodles avatars.
In the space of 3 years, Doodles have turned a successful NFT collection into an entertainment brand that’s rapidly growing a loyal audience. Its popularity across both web2 and web3 fanbases is something rarely seen, putting it in a class all of its own.
As Doodles looks ahead to 2025, their path to becoming an entertainment stalwart is laid out in front of them. Should they continue to follow this path, they may just have the world at their feet.
Riding crypto waves since 2012, bridging digital and physical worlds through prose.