Confirming months of speculation, the new “NFT experience” called Doodles 2 will launch on the Flow blockchain, a distributed ledger created by the prolific NFT studio Dapper Labs.  

Doodles CEO Julian Holguin said in a statement that as the brand aims to grow across “other verticals like animation and music” using Flow should help attract consumers unfamiliar with owning digital assets, as it is perhaps by some measure more user friendly. In the same statement, Doodles suggested its updated strategy could lead to the onboarding of “millions” of new customers.

This new initiative labeled Doodles 2 appears to be focused on not only growing the community but also spurring increased engagement. The company said that because Doodles holders won’t have to pay gas fees with Flow they should “enjoy endless customization” of their Doodle. With Doodles 2 users will be able to “personalize” Doodles by changing “attributes like body, hairstyle, emotion, apparel and accessories,” the company said in a statement.