Why Crypto Brand Doodles Is Now on a Froot Loops Cereal Box

Ethereum NFT collection Doodles commenced its collaboration with Kellogg's cereal brand Froot Loops on Wednesday, selling custom boxes pairing the brand’s famous rainbow toucan with Doodles’ colorful pastel characters. 

Only 500 custom boxes were available priced at $50 each, though the Froot Loops cereal is not included. Each limited-edition box comes with a digital collectible that will be provided to purchasers via an NFT minted on Coinbase’s Ethereum layer-2 network, Base. 

“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,” Doodles CEO and artist Scott "Burnt Toast" Martin told Decrypt. 

“That lines up with what Doodles is about: a bright and distinctive color palette, characters with personality, and not taking ourselves too seriously,” Martin added. “Like all our collabs, we think this one is greater than the sum of its parts and works because of a natural fit between both brands’ creative roots.”

A portion of the boxes will come signed by Martin, and one of the 500 pieces will come with an original sketch of the collaboration. The Doodles-themed Froot Loops boxes sold out early on Wednesday afternoon.

“Artists like Andy Warhol and Norman Rockwell have created art for them over the years, so being part of that legacy feels surreal,” he said. “The idea was to keep it small-batch and collectible, something people would want to keep, display, and be proud to own.” 

Last year, the brand collaborated with major fast food restaurant McDonalds, which put Doodles characters on its McCafe holiday coffee cups. It has also teamed up with sports apparel brand Adidas in the past, and worked with musician Pharrell Williams, who was named chief brand officer of Doodles in 2002.

In January, the project installed Martin as its CEO, replacing former Billboard executive Julian Holguin. Martin’s role shift kicked off an era in which Doodles aimed to refocus on “risk, disruption, and radical transparency,” distancing it from what was described as a more corporate, extractive time for the brand. In May, the project launched its DOOD token on Solana.

“Last year, we decided to get back to basics with a structure and focus that resonates with our core community,” Martin said. “Partnerships like this signal that we’re continuing to push culture forward and build momentum in ways that feel fun and accessible."

“The response from our community has been really positive,” he added. “They love seeing the brand out in the wild in ways their friends and family can recognize and enjoy."

The brand's flagship Ethereum NFT collection once traded at a floor price as high as $57,000 according to NFT Price Floor. The assets are now changing hands for around $3,500.