Doodles NFT Project CEO Replaced: Burnt Toast Takes the Reins

Reading time : 6 min.
Share: Facebook
Twitter

Milcho Atanasov
29 January, 2025, 08:15
100

Scott Martin Takes Over as CEO of Doodles NFT Project, Replacing Julian Holguin

Doodles Enters New Era Under Artist Burnt Toast's Leadership

The Ethereum-based NFT project Doodles is undergoing a significant leadership shift as Scott Martin, the artist better known as Burnt Toast, takes over as CEO. Martin replaces Julian Holguin, a former Billboard executive, marking a return to the project's creative roots.

Julian Holguin’s Legacy: Brand Partnerships and Expansion

Under Holguin’s leadership, Doodles forged major partnerships with Adidas and McDonald’s, expanding its presence beyond the NFT space. The project also developed a close alliance with music icon Pharrell Williams, who remains onboard as the chief brand officer, as confirmed by a Doodles spokesperson.

During his tenure, Holguin spearheaded several strategic initiatives, including:

Doodles 2 – A second series of customizable NFT avatars
Expansion into animation – Acquiring an animation studio to create digital content
Music and film collaborations – Strengthening ties with Pharrell Williams for multimedia projects

A Doodles spokesperson stated that the decision to part ways with Holguin was mutual, aligning with a broader shift in the company’s vision.

Scott Martin’s Vision: A Return to Authenticity

Taking to X (formerly Twitter), Scott Martin expressed his commitment to steering Doodles toward risk-taking, disruption, and transparency.

“We’re moving to a vision with a strong bias for risk, disruption, radical transparency, and the authenticity that made us who we are in the first place.” – Scott Martin, CEO of Doodles

Doodles initially gained massive traction in late 2021, with Martin’s vibrant, cartoonish artwork resonating with collectors. The project’s floor price skyrocketed from an initial $462 worth of ETH to a peak of nearly $57,000 in May 2022.

The shift in leadership mirrors similar moves by other prominent NFT projects like Bored Ape Yacht Club (Yuga Labs) and Cool Cats, which replaced corporate executives with crypto-native founders to reignite community engagement.

The McDonald’s & Doodles Collab: Blending Web3 and Mainstream Appeal

Robert Kiyosaki Warns: 'Europe Is Toast' as Bonds Crash, Gold & Bitcoin Rise

One of the most recent highlights under Holguin’s leadership was the McDonald’s x Doodles collaboration. The GM Spread Joy campaign featured:

Limited-edition McDonald’s cups adorned with Doodles' signature pastel aesthetic
Exclusive digital collectibles for customers
Co-branded merchandise integrating Doodles’ Web3 influence into everyday consumer products

This collaboration demonstrated how NFT brands can bridge the gap between blockchain culture and mainstream commercial markets.

Doodles x Adidas: Exclusive Collectibles with a Web3 Edge

Another major milestone was the Doodles x Adidas collaboration, where Doodles released limited-edition apparel alongside a Pharrell Williams track. The campaign featured:

Exclusive digital and physical merchandise
Collectible swag packs, with prices ranging from $4.99 to $374.99
Adidas’ deeper integration into Web3 fashion and NFT culture

These initiatives helped solidify Doodles as a global brand, appealing to both NFT enthusiasts and mainstream consumers.

What’s Next for Doodles? Potential Token Airdrop Incoming?

While Martin has not disclosed specific details about Doodles’ future, he hinted at “big things cooking”. In December, he teased a possible Doodles token airdrop, comparable to PENGU (Pudgy Penguins) and ANIME (Azuki).

“Execution isn’t just code or partnerships–it’s culture too. The extractive corpo era of Doodles is over.” – Scott Martin, CEO of Doodles

The Doodles NFT floor price remains stable in the past 24 hours but has increased by 6.62% over the last week, currently sitting at $13,501.

With Scott Martin at the helm, Doodles appears to be pivoting toward a community-driven, innovative, and authentic vision, marking a new chapter for the Ethereum-based NFT powerhouse.