A few months after launch, Doodles appointed Julian Holguin, formerly president at Billboard, as its first CEO.¹ In June 2022, Pharrell Williams joined as Chief Brand Officer, and Doodles raised its first funding round, led by the venture firm Seven Seven Six.²

By 2023, Doodles was expanding into a cross-chain project called Doodles 2, described by the team as an effort to make “the style of Burnt Toast” accessible to a wider audience.⁴ That August, Doodles released a footwear collaboration with Crocs crafted by Martin.⁵ In 2024, Doodles announced that Martin would direct an animation project titled Dullsville and The Doodleverse, produced by the studio Golden Wolf and built around music by Pharrell Williams, Lil Wayne and Coi Leray.⁶

Holguin served as Doodles' CEO until January 2025, when Martin announced he would step into the role himself.¹ He framed the change as moving away from what he called the project's “extractive corpo era”, following brand partnerships with McDonald's and Adidas.^1,7