"Doodles' Original Artist Returns as CEO, Shifting Focus Back to Art"

Doodles, a prominent Ethereum-based NFT project, has announced a significant leadership change with the return of its original artist, Scott "Burnt Toast" Martin, as the new CEO. This shift marks a departure from the project's previous focus on corporate partnerships and a return to its artistic roots.

Martin, whose distinctive and whimsical artwork helped establish Doodles as a premier NFT collection, announced his new role through a post on X (formerly Twitter). He outlined his vision for the project's future, emphasizing a return to the authentic approach that initially attracted collectors to the brand. The project's journey began in October 2021, when Doodles NFTs were first released at a mint price of approximately $462 worth of ETH. The collection's popularity grew rapidly, with the floor price reaching an impressive peak of nearly $57,000 in May 2022, demonstrating strong market demand for Martin's artistic style.

During the tenure of former CEO Julian Holguin, Doodles pursued an aggressive expansion strategy focused on mainstream adoption. The project secured partnerships with major brands including Adidas and McDonald's, with the McDonald's collaboration launching a "GM Spread Joy" campaign featuring custom cups and digital collectibles. One of the most notable achievements under Holguin's leadership was bringing musician Pharrell Williams on board as chief brand officer. A Doodles representative confirmed that Williams will maintain his position through the leadership transition, ensuring continuity in the project's creative direction.

The McDonald's partnership, which began in late 2024, represented a major push into mainstream consumer awareness. The collaboration included custom-designed cups featuring Doodles' characteristic pastel artwork, along with digital collectibles and co-branded merchandise available to customers. In August 2024, Doodles partnered with Adidas for a limited-edition collection of virtual swag packs that could be redeemed for exclusive physical apparel. The collaboration offered various purchasing options, with pack prices ranging from $4.99 for single items to $374.99 for larger bundles.

The project also expanded its digital offerings during this period, launching a second series of customizable NFT avatars and acquiring an animation studio to enhance its content creation capabilities. According to a Doodles spokesperson, the departure of Holguin was a mutual decision, aligned with the project