Doodles NFT Brand Launches Solana Token Amid Strategic Shift Away from Corporate Partnerships
Doodles, one of the most recognizable names in the NFT space, is making headlines with the launch of its own Solana-based token, DOOD, as part of a strategic pivot away from corporate-driven initiatives. The move reflects a broader effort to reconnect with crypto-native enthusiasts while capitalizing on the booming meme coin market.
A New Direction for Doodles
Under the leadership of Scott Martin, the original artist behind Doodles and now its newly appointed CEO, the company is abandoning what he calls “extractive” corporate partnerships. In an interview with Decrypt, Martin explained that the brand had previously alienated its core community by pursuing marketing collaborations that felt forced.
“We’re trying to be a bed and a couch,” Martin said, referring to what he calls the “futon effect”—the company’s struggle to balance its appeal to mainstream consumers with its crypto-native roots.
A notable example of this misstep was Doodles' collaboration with Rubik's Cube. While placing Doodles characters on the iconic toy seemed like smart branding, selling Rubik's-themed digital wearables that offered no tangible utility left holders feeling frustrated.
Maintaining Key Partnerships While Refocusing on Community
Despite this strategic shift, Doodles will maintain partnerships with brands like McDonald’s and Pharrell Williams, as these relationships continue to boost brand awareness. However, the company will move away from complex on-chain activations that have historically alienated its loyal supporters.
DOOD: A New Token on Solana
On Thursday, Doodles announced the launch of its Solana-based token, DOOD, with a total supply of 10 billion tokens. The choice of Solana reflects the blockchain's growing popularity for meme coins.
DOOD will initially debut as a meme coin, though Martin is hesitant to label it as such. He envisions the token evolving into a utility coin once regulatory hurdles are cleared. The token is also expected to serve as the foundation for a gamified Doodles ecosystem.
Bridging to Ethereum Layer 2
Doodles plans to build a bridge to Coinbase’s Ethereum Layer 2 network, Base, where the company has previously launched projects. This cross-chain functionality could position DOOD as a core element in the Doodles metaverse, bridging the Ethereum and Solana ecosystems.
The Evolving NFT Landscape
The launch of DOOD mirrors moves by other prominent NFT projects like Pudgy Penguins and Azuki, which have recently introduced their own tokens in the wake of Donald Trump's reelection and the renewed crypto market enthusiasm. Martin sees this shift as crucial for Doodles' long-term success, as the NFT sector continues to evolve beyond its speculative origins.