Doodles Sells Out $50 Froot Loops NFT Boxes in Hours

The Doodles and Froot Loops collaboration proved immediately compelling to collectors, with all 500 custom boxes selling out rapidly on Wednesday afternoon. Priced at $50 each, the collectible packaging featured Doodles’ signature pastel characters alongside the iconic Froot Loops toucan, though notably did not include actual cereal. According to Doodles CEO Scott “Burnt Toast” Martin, the partnership represented a natural alignment between brands that share creative roots and nostalgic appeal. “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,” Martin told Decrypt, emphasizing how this sentiment aligns with Doodles’ bright color palette and playful character personalities.

The limited nature of the release—with only 500 boxes available—was intentional, designed to create scarcity and collectibility. Martin described the approach as “small-batch and collectible, something people would want to keep, display, and be proud to own.” The collaboration’s significance was further underscored by Martin’s comparison to artistic legacy, noting that “artists like Andy Warhol and Norman Rockwell have created art for them over the years, so being part of that legacy feels surreal.” Special editions included boxes signed by Martin himself, with one containing an original sketch of the collaboration, adding additional value for collectors.

Each physical box purchase came with a digital counterpart—an NFT collectible minted on Coinbase’s Ethereum layer-2 network, Base. This technological integration represents a sophisticated blending of physical and digital collectibles, allowing purchasers to own both a tangible display piece and a verifiable digital asset. The choice of Base network for minting reflects Doodles’ ongoing relationship with Coinbase and demonstrates the practical application of layer-2 scaling solutions for mainstream NFT deployments.

The $50 price point, while significantly higher than standard Froot Loops packaging, positioned the product as a premium collectible rather than everyday consumer goods. The rapid sell-out at this price level indicates strong market demand for well-executed brand collaborations in the NFT space, particularly those that leverage nostalgic brand equity. The successful execution follows Doodles’ previous holiday collaboration with McDonald’s, which featured Doodles characters on McCafe coffee cups, demonstrating the brand’s consistent strategy of integrating digital art into familiar physical products.

The Froot Loops collaboration arrives during a period of significant transformation for Doodles. In January, the project installed artist Scott Martin as CEO, replacing former Billboard executive Julian Holguin. Martin’s leadership has marked a strategic shift toward what the brand describes as “risk, disruption, and radical transparency,” moving away from what was characterized as a more corporate, extractive era. This refocusing appears directly connected to the brand’s collaboration strategy, with Martin noting that “last year, we decided to get back to basics with a structure and focus that resonates with our core community.”

This realignment extends beyond brand partnerships to include token economics. In May, Doodles launched its DOOD token on Solana, expanding its ecosystem beyond its original Ethereum foundation. The brand’s flagship Ethereum NFT collection, which once reached a floor price of $57,000 according to NFT Price Floor, now trades around $3,500—a market adjustment that underscores the importance of Doodles’ current strategy to rebuild value through accessible cultural initiatives. Martin emphasized that partnerships like the Kellogg’s collaboration “signal that we’re continuing to push culture forward and build momentum in ways that feel fun and accessible.”

The positive community response to these initiatives has been notable. “The response from our community has been really positive,” Martin observed. “They love seeing the brand out in the wild in ways their friends and family can recognize and enjoy.” This accessibility factor appears central to Doodles’ current direction, building on previous high-profile collaborations with Adidas and musician Pharrell Williams, who was named chief brand officer in 2002. The brand’s evolution from premium digital art project to mainstream cultural participant represents a deliberate pivot toward sustainable growth through strategic partnerships that bridge web3 and traditional consumer markets.