Why Crypto Brand Doodles is now on a froot loop breakfast cereal box

Ethereum NFT collection Doodles started on Wednesday together with Kellogg’s grain brand Froot loops and sold adapted boxes that combine the famous Rainbow Toucan of the brand with the colorful pastel colors of Doodles.

Only 500 adapted boxes were available at $ 50 each, although the froot loop breakfast grains are not included. Each Limited-Edition Box comes with a digital collection object that is provided to buyers Geated via an NFT on the Ethereum Layer-2 network of Coinbase, Basis.

“For many of us, Froot Loops is not only breakfast cereals, but a brand reminiscent of Saturday morning, cartoons and that carefree feeling of a child,” Doodles CEO and artist Scott said “Burnt Toast” Martin told Decrypt.

“He arranges with what Doodles is about: a clear and distinctive color palette, characters with personality and not taking ourselves too seriously,” Martin added. “Just like all our collabs, we think it is larger than the sum of its parts and work because of a natural fit between the creative roots of both brands.”

Some of the boxes will be signed by Martin and one of the 500 pieces will be supplied with an original sketch of the collaboration. The Froot theme loops with the Doodles theme were sold out early on Wednesday afternoon.

“Artists such as Andy Warhol and Norman Rockwell have created art for them over the years, so being part of that inheritance feels surreal,” he said. “The idea was to keep the small batch and collecting, something that people would like to keep, display and are proud to possess.”

Last year, the Brand collaborated with large fast food restaurant McDonaldsput those Doodles characters on his McCafe Holiday Coffee Cups. It has too Work together with sportswear brand Adidas In the past, and collaborated with musician Pharrell Williams, who was called Chief Brand Officer of Doodles in 2002.

In January, the Project installed Martin As CEO, the former Billboard director Julian Holguin replaces. Martin’s role shift started an era in which Doodles wanted to concentrate on “risk, disruption and radical transparency”, distanting it from what was described as a more business, extractive time for the brand. In May, the project launched his dying On Solana.

“Last year we decided to return to basics with a structure and focus that resonates with our core community,” said Martin. “Signaling partnerships that we continue to push culture ahead and build up momentum in ways that feel fun and accessible.”

“The reaction of our community was really positive,” he added. “They like to see the brand in the wild in ways in which their friends and family can recognize and enjoy.”

The flagship Ethereum NFT collection of the brand once traded up to $ 57,000 according to the NFT price floor at a floor price. The assets now change hand for around $ 3,500.