A splash of nostalgia and digital art collided this week as Ethereum-based NFT project Doodles unveiled a collaboration with Kellogg’s Froot Loops.
Just 500 custom cereal boxes, each priced at $50, were released to buyers on Wednesday.
The pastel-toned packaging featured the brand’s rainbow toucan alongside Doodles’ trademark characters.
No cereal was included, but each box came with a digital collectible in the form of an NFT, minted on Coinbase’s Ethereum layer-2 network, Base.
The entire collection sold out within hours.
Doodles co-founder and CEO Scott “Burnt Toast” Martin described the crossover as a natural fit.
“For a lot of us, Froot Loops isn’t just cereal, but a brand that’s reminiscent of Saturday mornings, cartoons, and that carefree feeling of being a kid. That lines up with what Doodles is about: a bright and distinctive colour palette, characters with personality, and not taking ourselves too seriously.”
Beyond the digital link, the release carried extra perks for collectors.
A portion of the boxes were signed by Martin, while one lucky buyer received an original sketch of the collaboration.
Martin said the aim was to keep the run “small-batch and collectible, something people would want to keep, display, and be proud to own.”
The colourful box joins a long history of artistic connections for Froot Loops.
Martin remarked,
“Artists like Andy Warhol and Norman Rockwell have created art for them over the years, so being part of that legacy feels surreal.”
For Doodles, this is the latest in a series of high-profile partnerships.
The NFT brand previously appeared on McDonald’s McCafe holiday coffee cups, worked with Adidas, and tapped musician Pharrell Williams as its chief brand officer in 2022.
Doodles’ leadership also shifted earlier this year, with Martin taking over as CEO in January after the departure of former Billboard executive Julian Holguin.
The project has since leaned into what Martin called “risk, disruption, and radical transparency,” moving away from a more corporate approach.
In May, it launched its $DOOD token on Solana, distributing 30% of the supply to NFT holders.
Once trading at a floor price of about $57,000, Doodles NFTs now change hands for closer to $3,500, according to NFT Price Floor.
Collaborations with mainstream consumer brands are seen as a way to keep the collection visible outside Web3 circles.
Martin said,
“The response from our community has been really positive. They love seeing the brand out in the wild in ways their friends and family can recognise and enjoy.”
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