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Doodles and BEHR Bridge the Gap Between Digital and Physical Colorways

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Hannah Scherwatzky / ONE37pm

As the NFT space continues to progress, we are seeing more name brands enter the space in some way, shape, or form. One of the most recent collaborations comes from the blue-chip NFT project Doodles and their partnership with BEHR Paint Company.

What is the Doodles NFT project?

Doodles are a collection of 10,000 NFTs made up of hundreds of traits designed by digital artist and co-founder Burnt Toast, as well as their marketer Evan Keast, and blockchain developer Jordan Castro — known for bag holding and previously leading the CryptoKitties team at Dapper Labs.

Of this collection, there are several hand-drawn characters including skellys, cats, aliens, apes, and mascots.

As well, the Doodles collection includes dozens of rare heads, costumes, and colorways specific to the artist’s palette. With that, the Doodles universe is always expanding and new experiences such as Space Doodles are only available to collectors, further growing the brand. Collectors of Doodles can expect exclusive access to the latest products, merchandise, and events through ownership.

Another way that the Doodles brand is providing value to its holders is through the community-driven treasury known as Doodlebank, which boasts over $5 million and is used to fund many of these experiences. By owning a Doodles NFT, you have the ability to vote on these community-driven features, products, and events.

What is the BEHR x Doodles collaboration?

This iconic partnership was inspired by the love of all things colorful between BEHR and Doodles. Considering BEHR is one of the leading paint brands providing high-quality home colors, the collaboration makes perfect sense and serves as a genuine way for BEHR to enter the Web3 space.

Growing BEHR's color leadership and expanding our presence across new and emerging platforms remains a priority for our brand.

- Jodi Allen, Global Chief Marketing Officer, Behr Paint

To celebrate, from March 12 - 14, Doodles’ holders, South by Southwest (SXSW) pass holders, and the general public can become a character inside the colorful BEHR painted world of Doodles, to bring you an immersive experience like no other.

The experience will allow fans the opportunity to engage with the virtual painting wall which will utilize BEHR paints, and attendees will have a chance to collect the first-ever POAP NFT from both Doodles and BEHR.

This free NFT features a custom design by Burnt Toast and is printed on limited edition physical BEHR paint cans. The paint codes will be conveniently placed throughout the event for anyone who wants to recreate the Doodles experience at home using the BEHR paint colors, which include Upbeat, Blue Sarong, and Gumball.

"Working with the Behr team has been a fantastic experience," explains Evan Keast, CoFounder of Doodles. "The creative genius of CoFounder Burnt Toast is a big part of what has made Doodles such a beloved brand. The diverse and universally relatable characters and the vivid universe they live in are heavily informed by Scott's chosen color palette. So when we embarked on bringing Doodles into the real world, we knew we needed a partner who understood this and could help us bring it to life with all the vibrancy that exists in the Doodles digital world. Behr was the obvious choice, and they've been an incredible partner to work with since day one."

This partnership of two iconic brands in their industries is just a glance of what's to come for the future of NFTs and their role in industries we know and love today.

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