As children, many of us wished we could see an imaginary character become real. I tried to make it happen with LEGO, modelling clay and polymer clay, recreating the figures I had in my head or turning characters from films into toys, along with versions of myself and my brothers. When I first saw Doodles Toy Factory, it felt like a revelation.
Doodles Toy Factory is a platform that can transform a photograph, a drawing or a written idea into a custom toy. Users simply upload an image or describe what they want to create, and the system reimagines it in the Doodles style, producing a full-colour vinyl figure that can be ordered and delivered to their door. The platform has been online since 19 August 2026 and, at launch, each toy costs $129.
Toy Factory is a natural evolution of Doodles, which began in October 2021 with a collection of 10,000 NFTs. Its visual identity comes from Scott Martin, the Canadian illustrator known as Burnt Toast and one of the project’s co-founders. His style combines simple shapes, clean lines and pastel colours with playful, surreal and ironic characters.
Over the years, Doodles has moved beyond the boundaries of a digital collection to become a project spanning animation, music, lifestyle products, events and collaborations with brands including Adidas, McDonald’s and G-SHOCK. Toy Factory fits naturally into this evolution, bringing a visual universe born and raised online into the physical world.
At the heart of this shift is Doodles AI, the platform launched in March 2026 and powered by the proprietary Prism 1.0 model. The system was trained exclusively on illustrations, characters and the visual language owned by Doodles, without using images by external artists or public datasets. In this case, an artist is not being imitated without consent. Instead, he has chosen to turn his own style into a tool that others can use.
Naturally, the platform still operates within the brand’s visual boundaries. Users can begin with a person, an animal, an object or an invented character, but the result will always carry the recognisable eyes, colours and shapes of Doodles. Each toy remains personal while also becoming another fragment of Burnt Toast’s universe.
With Toy Factory, the technology almost disappears behind a very simple desire to give physical form to something that, until a moment ago, existed only in our imagination. After years in which collectibles moved into the digital world, Doodles takes the opposite direction and brings ideas back into the physical one.
