Doodles

From NFT Avatars to a Global Entertainment IP: The Rise, Reinvention, Capital Network, and Real-World Challenges of Doodles and Its Three Founders

1、Project overview and timeline. Doodles began as a 10,000-piece profile-picture NFT collection on Ethereum, launched in October 2021, with the original visual language created by Scott Martin, better known as Burnt Toast. Today, the company describes itself far more expansively: not merely as an NFT project, but as a “next-generation entertainment company” spanning original content, music, digital collectibles, live activations, and lifestyle products. OpenSea still frames the genesis collection as an October 2021 PFP drop; the official Doodles website frames the broader company as an entertainment brand. 2、The most important thing to understand about Doodles is not that it “grew a successful NFT project,” but that it attempted to convert a highly recognizable visual style into a multi-channel entertainment IP. In his 2025 OpenSea interview, Scott Martin explained that the early vision was to create something more universal and more widely lovable than many early collections, while also channeling value back to the community. He also stressed that Doodles had grown from “three ragtag internet kids” into a formal business without, in his view, losing its soul. That logic helps explain nearly every later move: bringing in professional management, hiring Pharrell, acquiring an animation studio, launching a music label, building a character-creation platform, issuing a token, and releasing an AI tool. 3、Seen chronologically, Doodles passed through roughly six phases. First came the 2021 art-led, community-led launch: a 0.123 ETH mint, fixed 10,000 supply, strong visual identity, and early community-treasury mechanics. Second came the 2022 breakout phase: a major SXSW activation, Julian Holguin joining as CEO, Pharrell Williams joining as Chief Brand Officer and board member, and a $54 million funding round led by 776. Third came the 2023 corporatization/content phase: Doodles 2 expansion, the controversial “no longer an NFT project” positioning, and the Golden Wolf acquisition. Fourth came the 2024 entertainment execution phase: Dullsville and the Doodleverse, Doodles Records, and brand deals with adidas Originals and McDonald’s. Fifth came the 2025 founder-return and tokenization phase: Scott Martin became CEO, and Doodles launched $DOOD and DreamNet. Sixth came the 2026 AI-native IP phase: Doodles AI launched using only Doodles-owned IP for training, while the company continued expanding across animation, music, gaming, and consumer-brand collaborations. 4、As of today, Doodles still carries substantial on-chain historical weight. OpenSea currently shows roughly 354K ETH in total volume for the original collection, a floor around 0.3836 ETH, and about 4,517 unique owners; Space Doodles shows roughly 3,489.94 ETH in volume; and other ecosystem assets such as Dooplicator, Genesis Box, Packs, and Wearables remain active. That means the project never fully abandoned its blockchain asset layer; instead, it preserved that layer as the economic and social substrate underneath a larger entertainment brand. 5、Its current market position is therefore unusual. Doodles is one of the few legacy PFP projects still trying to function simultaneously as a collectible ecosystem, a character-driven IP universe, a licensing-and-collaboration brand, a music-and-animation producer, and now an AI-enabled creation platform. The official website itself now places Golden Wolf, Take Your Medicine, Stoodio, Inkubator, Open Auditions, the shop, and $DOOD within a single ecosystem view. That is the clearest signal of how the company wants to be understood. 6、Scott Martin. Scott Martin, alias Burnt Toast, is the best-documented founder. Public materials confirm that he is a Canadian illustrator, designer, animator, and muralist from Ontario; Red Bull describes him as an Ontario native, Hamilton listings refer to him as a Hamilton artist, and other portfolio-style pages associate him with Toronto/Canada. His exact birth year, exact birthplace, parents’ occupations, and family class background are not publicly confirmable from the materials reviewed. Public information is limited / cannot be confirmed at this time. 7、What is public and important is that he drew obsessively from childhood. In a 2016 interview, he said he had been fascinated by illustration from a very young age, drew constantly, was a troublemaker in school, and even failed art class. That matters because Doodles’ later look did not emerge as a market-calibrated NFT style; it was a scalable extension of a personal visual language he had been building for years. 8、On education, the confirmable point is that he pursued 3D animation and design in college. The specific school, degree status, and named academic influences are not clearly public. Public information is limited / accounts differ / cannot be confirmed at this time. But it is clear that he had structured training related to animation and design, which helps explain why he later proved capable not only of drawing characters, but also of handling brand commissions, physical-product translation, and production-quality control. 9、Before Web3, Scott Martin had already built a serious freelance art career under the Burnt Toast name. Public profiles and his own later interview identify major clients including Google, Samsung, and Facebook. In 2025 he described that period as having reached a ceiling: the clients were as large as they could get and his rates were as high as they could get, but he still had to handle every part of the workflow himself, and in some cases could not even publicly display work due to contractual restrictions. That dissatisfaction with making art for centralized companies without owning the resulting prestige or distribution was a major push into NFTs. 10、His entry into Web3 was therefore not primarily a speculative trade. By his own account, NFTs mattered because they allowed digital art to be sold and recognized as native originals, under the artist’s own name. That ownership logic resonated with someone who had spent years doing creative work for major corporations. It also helps explain why Doodles from the beginning emphasized not only aesthetics, but ownability and community participation. 11、Inside Doodles, Scott Martin’s role was never just “illustrator.” He was the creator of the visual language and character system, then effectively the keeper of brand coherence, and eventually the CEO. When he took over as CEO in 2025, he explicitly said the goal was to return Doodles to “creativity first,” “community first,” and “putting the art back at the center.” He also stressed that he should be seen as a founder CEO, not merely an artist CEO. That language matters: it signals that he sees himself as responsible not only for style, but for the whole brand architecture. 12、His deepest asset is therefore not a publicly documented holding company or a visible investment vehicle, but the fact that Doodles is now officially described as a company “built around the original characters and artwork” of Scott Martin. In practical terms, that means the company’s core moat is inseparable from his authorship. If Burnt Toast’s design language weakens, the company’s deepest differentiator weakens with it. 13、Evan Keast. Evan Keast is the founder most closely associated with product, market, operations, and industry network effects. Public information confirms that he is Canadian-based, linked to Vancouver, and associated with the University of Calgary. His birth details, family background, parents’ occupations, and class background are not publicly established in reliable materials reviewed here. Public information is limited / cannot be confirmed at this time. 14、Before Doodles, Evan had already worked in two very relevant environments: Kabam Games and Dapper Labs/CryptoKitties. Multiple profiles describe him as a Canadian-based product marketer and NFT consultant with experience across Kabam, Dapper Labs, and CryptoKitties. That career path matters because Kabam implies game/mobile-product discipline, while Dapper implies direct exposure to one of the earliest consumer NFT ecosystems. Doodles’ unusually polished early mix of art, scarcity design, community storytelling, and product thinking is hard to understand without that background. 15、On education, the only clearly confirmable point is his association with the University of Calgary. Degree completion, field of study, and named intellectual influences are not clearly public. Public information is limited / cannot be confirmed at this time. Still, his later functional role strongly suggests a business-and-product orientation rather than a purely engineering or purely artistic one. 16、Evan’s entry into the core field seems to have come less from speculative trading fame and more from operational and product work in previous NFT and gaming environments. He is repeatedly described in relation to Dapper Labs, Kabam, and CryptoKitties. That suggests his main asset is not celebrity status, but practical knowledge of how to package early on-chain consumer behavior into something that mainstream users can understand and adopt. 17、Within Doodles, Evan reads as the person who helped turn creativity into repeatable system-building. He was not the core visual face like Scott, and not the most publicly controversial philosophical voice like Jordan, but he appears to have supplied product-market organization, outward storytelling, and connective tissue across partners and operations. Doodles did not break out simply because it looked good; it broke out because art, community, product design, and branding moved together from the start. 18、The most revealing recent signal is that in 2026 he publicly described himself as back at Doodles “as a strategic advisor,” working again with Burnt Toast “at the intersection of AI and crypto.” That suggests his present-day role is more strategic than front-line executive, and that the company’s newest core bet is no longer merely collectibles or brand licensing, but AI-plus-crypto creative infrastructure. 19、If you separate tangible assets from influence assets, Evan’s value lies less in a standalone public brand and more in long-term structural ties: Doodles itself, Scott Martin, and deep roots in the first generation of consumer Web3 products. In that sense, he represents capability capital more than fame capital. 20、Jordan Castro. Jordan Castro, known widely as Poopie, is the founder most clearly associated with crypto-native product design and community mechanics. Public information confirms that before Doodles he had already gone deep in CryptoKitties and Dapper Labs, where he held product roles on CryptoKitties and led teams for NBA Top Shot. His exact birth details, family background, educational path, and class background are not reliably public in the source base reviewed here. Public information is limited / cannot be confirmed at this time. 21、His entry path into the industry was unusually native. A CryptoKitties team post states that he helped build KittyCalc.co, streamed CryptoKitties, and ran the longest-running CryptoKitties giveaway before joining the team. That means he did not first emerge through a conventional executive ladder; he came in through user community, tool-building, and participation culture. That origin helps explain why he later spoke so forcefully about what Doodles should or should not be. 22、His Dapper Labs resume is genuinely significant. SXSW’s contributor page says he was product owner for CryptoKitties and led teams for NBA Top Shot. In NFT history, those are heavyweight credentials: CryptoKitties was one of the first large-scale NFT hits, and NBA Top Shot became one of the best-known mainstream digital-collectibles products. Doodles thus did not begin as “an artist plus speculators”; it began with one founder who had already helped define the category’s first consumer product waves. 23、Inside Doodles, Jordan appears to have been one of the clearest philosophical and product-direction voices. The most famous example is the 2023 controversy around his statement that Doodles was “no longer an NFT project.” Supporters saw that as a necessary step toward building products with real market fit beyond speculation; critics heard it as a betrayal of holders and the project’s original identity. Either way, it indicates that he was not a passive founder. He was shaping the project’s conceptual direction. 24、On formal education, public materials say very little. Most reliable references focus instead on what he built and led in CryptoKitties and Dapper Labs. That itself is informative: Jordan looks more like a product-builder who emerged from inside crypto culture than a traditional celebrity executive who later pivoted into NFTs. 25、His current influence is not only about whether he is the most visible present-day corporate spokesperson. A 2024 Observer feature still frames him as a former CryptoKitties product lead, Doodles co-founder, and one of the important voices in Web3; his public X identity also continues to tie him to Doodles. That suggests he remains a key carrier of the project’s history and community memory, even if the company’s operating center has shifted back toward Scott Martin. 26、His deeper importance is that he helped define one of the central project models of the NFT era: the fusion of collectible objects, community mechanics, product systems, offline experience, and identity signaling. That model had earlier prototypes in CryptoKitties and NBA Top Shot; Doodles was one of his attempts to merge that product lineage with stronger artistic authorship. 27、Organization, assets, capital, and business model. The first major class of real assets under Doodles is the legal company and its protectable brand portfolio. Official legal pages show the operating entity as Doodles, LLC, based in Miami; the Terms also explicitly list names such as Doodles, Stoodio, and Golden Wolf as company trademarks or affiliated marks. So Doodles is not merely a smart contract and a collection page; it is a formal company with defined legal boundaries. 28、The second class of real assets is internalized production infrastructure, especially Golden Wolf. Doodles announced the Golden Wolf acquisition in 2023, with the team joining Doodles to support original narrative content, character development, and projects across series, brand work, and games. By 2026, official materials still identify Golden Wolf as a core pillar of the company’s transformation into a multi-format entertainment business. This matters because it is not a one-off collaboration; it is captive creative capacity. 29、A third class of assets is platform infrastructure: Stoodio, Inkubator, Open Auditions, the Social Asset Builder, the shop, and the $DOOD entry points all sit visibly on the official site. Genesis Box is described as granting early access to the Stoodio character builder, adidas x Doodles packs can be used inside Stoodio wearables, and Inkubator funds OG-holder proposals and community-building work. That means Doodles is trying to build a loop that connects creation, characters, community, and commerce. 30、A fourth class of assets is music and distribution capability. The official website explicitly includes music in the company’s scope; Doodles Records launched in partnership with The Orchard in 2024, beginning with music connected to Dullsville and the Doodleverse and involving Pharrell, Lil Wayne, Coi Leray, and Lil Yachty. The official site also directly names Take Your Medicine as Doodles’ audio studio. That indicates music is being treated as a native component of the IP, not just marketing support. 31、A fifth class of assets is participatory economic structure. Scott Martin explained that the early project had what they called the Doodle Bank, with half of royalties flowing into a community pool. In 2025, $DOOD was framed by him as an “unlock mechanism” for participation, rewards, creativity, and links between physical and digital experience. The reported tokenomics show a 10 billion total supply split across the Doodles community, ecosystem fund, team, “new blood,” liquidity, and company. So the original royalty-pool logic evolved into a much more elaborate tokenized participation layer. 32、On capital structure, the most visible external financing event was the 2022 round: $54 million at a $704 million valuation, led by 776, with participation from 10T Holdings, Acrew Capital, and FTX Ventures. Katelin Holloway of 776 also joined the board, while Pharrell joined as CBO and board member, and Julian Holguin joined as CEO. That reveals three overlapping resource networks: venture capital and governance, music-and-entertainment brand halo, and the founders’ preexisting Dapper/CryptoKitties credibility. 33、The business model has clearly evolved. Early revenues came mainly from the mint, royalty flows, and brand premium attached to collector demand. Over time, the company moved toward more diversified and durable sources: collaborations, licensing, physical merchandise, live events, media production, music distribution, and now token-driven and AI-enabled participation. The official website now exposes multiple monetization interfaces through the shop, content ecosystem, and exchange listings. Brand partners visibly include McDonald’s, Kellogg’s, adidas Originals, AriZona Beverages, and G-SHOCK. 34、One structural point is especially important: owning a Doodles collectible does not mean owning the entire Doodles brand or its core underlying IP. The company’s Terms make clear that holders receive a license to certain rights associated with collectible media, while the company and its licensors retain ownership and derivative-work authority. That means the company’s core IP control remains relatively centralized, even though community participation is highly visible. For scaling a media brand, that centralization is efficient; for hardline decentralization advocates, it is a source of tension. 35、Turning points, controversies, and present-day position. The first decisive strategic choice was to combine premium visual quality with a character language that could travel beyond crypto-native subculture. Scott Martin later said early collections often felt too narrow or intentionally off-tone, whereas Doodles wanted something with broader cultural reach. That decision is a major reason why the project became easier to adapt into retail, events, animation, and music than many PFP peers. 36、The second decisive turn was the 2022 professionalization wave: hiring Julian Holguin, bringing in Pharrell, and taking 776-led capital. At that point, Doodles ceased to be priced only as a collectible set and began to be priced as a possible future entertainment franchise. Fast Company and The Block both captured that ambition. The upside was broader reach and bigger partners; the downside was a growing fear among holders that the brand might become too corporate. 37、The most famous controversy was Jordan Castro’s 2023 declaration that Doodles was “no longer an NFT project.” In substance, the team was arguing that it needed to move beyond the speculative feedback loops that dominated the category and build products with real market fit. In practice, many holders heard it as a signal that the company no longer cared about its NFT-native base. CoinDesk and Decrypt both recorded the backlash and the short-term pressure on floor price. That episode remains the clearest communications failure in Doodles history. 38、Another major turning point came in 2025, when Scott Martin replaced Julian Holguin as CEO and spoke about ending the “extractive corpo era of Doodles.” This was not an ordinary personnel swap; it was a strategic correction. In the OpenSea interview, Scott argued that Doodles had been trying to be simultaneously edgy enough for adults and safe enough for kids, producing what he called the “futon effect”: trying to be both bed and couch, and doing neither especially well. That is one of the most revealing formulations of Doodles’ mid-period brand problem. 39、The launch of $DOOD and DreamNet created the next debate. Supporters saw them as the natural extension of Doodles into participatory economics and AI storytelling. Critics saw them as another crypto-financial layer whose real-world value proposition was still under construction. Media reports noted immediate sell pressure after launch, along with sharp declines in token valuation and market cap. So even though Doodles had broadened far beyond a pure NFT project, it still could not escape crypto-market liquidity dynamics. 40、Negative information around Doodles clusters around three areas. First, strategic and communications controversy: especially the 2023 “not an NFT project” episode and broader criticism that the brand became too corporate or too diffuse. Second, market-performance controversy: the weak post-launch performance of $DOOD led some users to question whether tokenization actually improved the ecosystem. Third, ecosystem-environment controversy: FTX Ventures participated in the 2022 funding round, and FTX’s collapse later intensified general skepticism toward crypto capital networks. Based on the reviewed public record, there is no clearly dominant major legal scandal attached to Doodles in the way some other NFT projects faced. The main disputes center on positioning, communication, growth strategy, and expectation management. 41、If one focuses on Doodles’ strongest achievements, the project’s real accomplishment is that it turned a collectible series into an IP platform with real-world channel access. It secured a large venture round, staged highly visible activations, acquired an animation studio, premiered a short at TIFF, launched a music label with The Orchard, and entered mainstream commercial channels through partners such as McDonald’s and adidas Originals. Many blue-chip NFT projects built communities; far fewer built content. Some built content; fewer still secured distribution and consumer-brand access. Doodles managed at least temporary success across all of those layers. 42、As of July 24, 2026, Doodles is best understood as neither a fully completed “next Disney” transformation nor a dead relic of the 2021 NFT cycle. It is more accurately one of the rare surviving projects still trying to weave on-chain collectibles, character IP, brand partnerships, music, animation, AI creation tools, and community participation into a single company narrative. Scott Martin remains the creative center and CEO; Evan Keast has returned publicly as a strategic advisor; Jordan Castro remains unavoidable in the company’s founding story and cultural memory. The official site still presents creation tools, community infrastructure, retail product, and token access side by side, while the original collection continues to trade. That makes Doodles less a finished success than an ongoing experiment that is still unusually alive.