Doodles Announces It's Launching An Official Token on Solana

Doodles, one of the leading blue chip NFT communities, is officially launching its own token on Solana.

Doodles Head of Strategy and Business Development Austin Hurwitz joined Coinage for an inside look at how the famed NFT project navigated the decision and why now is the time for a token launch. According to Hurwitz, it's a necessary evolution for one of the leading names in Web3 entertainment.

"What remains very clear to me is that real teams with real products that are building will stand the test of time," he said. "There are very clear winners that continue to grow their lead, and that's what we're focused on doing here... continue to to stay in the game, to grow, to really build this with our community."

The decision to launch on Solana may come as a surprise to some, given Doodles' deep roots in Ethereum. But for Hurwitz, the move was one that was carefully researched over time.

“When it comes to launching a fungible token, what’s important is understanding distribution,” he said. “Where are people actually participating in these types of activities, and what types of communities live there?” After months of research, Doodles landed on Solana, drawn in by its “monolithic approach to being able to buy a meme coin” and the “very deep distribution channels” that exist on the network.

“We've just had phenomenal partners at the Solana Foundation who have really walked us into every major meeting that you could ask for,” Hurwitz said. But for those worried about the original Ethereum ties, Hurwitz reassured, “We have plans to go multi-chain. We're still very much committed to our product development on Base.”

Airdrop Mechanics and Token Distribution

Of course, with every new token launch comes the question of distribution — especially for original NFT holders (of which, Coinage's DAO is one after we voted to purchase Doodle 6228 with DAO funds on the open market.) According to Hurwitz, Doodles took cues from past launches to avoid some of the pitfalls that have plagued airdrops in the past. “The OG communities get the short-end of the stick,” he explained. “At the time of TGE, everyone rushes to try to get their allocation, and it ends up getting rate limited, and people aren't able to claim when they want to.”

Doodles’ solution? A “novel airdrop mechanic” that allows holders to pre-register their Solana address and claim directly. “We've been working really closely with our friends across Solana to ensure that we have this novel airdrop mechanic,” Hurwitz said. “We're really committed to making this as smooth as possible.”

The Evolution of Doodles

Beyond the token, Doodles itself has been evolving. Last year, the brand expanded through partnerships with McDonald’s, Adidas, and even a premiere at the Toronto Film Festival. But this level of ambition came with trade-offs. “Everything was going for a home run,” Hurwitz admitted. Moving forward, Doodles plans to balance those big moments with more consistent smaller-scale releases, “because at the end of the day, we're trying to orient for mindshare.”

A major shift within the company also saw Doodles co-founder Burnt Toast step back into the CEO role, a move that Hurwitz says shouldn’t be misinterpreted. “I think there's a misconception that he went away and is coming back,” he said. “He’s been leading creative this entire time.” What the transition represents is a “little bit of going back to our roots as being very Web3 native and experimental.”

The Future of Doodles and the NFT Space

Doodles’ token launch isn’t just about adding another asset to the Web3 ecosystem — it’s about expanding its reach. Memecoins have become a vehicle for onboarding new users into crypto, something Hurwitz believes is an important consideration.

“You're talking about overnight being able to double or triple the amount of onchain wallets and holders that you have,” he said. “This is like a really great onboarding tool in which someone can participate with as much or as little as they want to.”

Doodles is betting that it will continue to lead the way. With a multi-chain future, a reinvigorated leadership team, and a new approach to engagement, the NFT brand is positioning itself for the next era of Web3 entertainment. Whether its token will become a defining part of that remains to be seen — but for now, the experiment is officially underway.

Coinage members can watch our full interview with Doodles Head of Strategy Austin Hurwitz above. To support our community-owned outlet, own it with us, and unlock other exclusive benefits, mint one of our Membership Passes today or Stake with us today! Chat with Coinage in our Discord.