In an ever-changing world, one thing is clear: the significance of technology and the limitless potential it holds to present a brand both physically and digitally. At the same time, it’s important for companies to find ways to create fresh stories and experiences that a new generation can get behind. In a fun twist where classic meets new, two companies have come together merging digital media with physical toys and figurines that are now making a comeback.
On June 21, luxury automotive maker Mercedes-Benz and Superplastic, the world’s top creator of animated celebrities, vinyl toys, and digital collectibles, unveiled a limited-edition capsule collection that celebrates the U.S. launch of Mercedes’ redesigned E-Class vehicle. The collaboration tapped into vastly different industries to produce unique and innovative campaigns that bring together fashion, art, technology, and automotive excellence.
The launch of this capsule collection took place at a VIP event at the Superplastic flagship store in New York City’s SoHo district. Guests were treated to an immersive gallery space and jaw-dropping, full-screen animations of the short film “Road Tripz – starring Janky, Guggimon & Superdackel,” which merges the physical world with the digital universe of Superplastic. Additionally, guests were greeted by a giant 8.2-foot (2.5-meter) sculpture of Superdackel. Superdackel is a modern take on the wackeldackel–a cute daschund bobble head toy that was commonly seen in German cars back in the ‘70s. Coincidentally, the event coincided with “World Dachshund Day.”
This heart of the collection features a special-edition, 12-inch ornament of Superdackel — the newest character in the Superplastic universe. It is sculpted from 100% sustainable cherry, maple, walnut, and alder wood. All materials were carefully selected in line with the ecological E-class and styled with the iconic and well-known Mercedes-Benz emblem. This is a fresh take on a classic favorite.
“It has been a high-energy and fully joyful experience working with the Superplastic team to reimagine the iconic Wackeldackel and bring Superdackel to life through this toy and apparel collection,” says Mercedes-Benz’s Julia Hofmann, head of branded entertainment & brand partnerships. “People around the world love to add their own personal touch to their cars, even in the digital era.”
The collection also includes apparel and accessories that are centered around sustainably sourced materials and feature the exclusive Mercedes-Benz x Superplastic logo. The hoodies, tee shirts, and hats are made from 100% organic cotton and feature the iconic Superdackel logo. The scarf is made from 100% silk and features an eye-catching checker pattern. Also, featured is a Mercedes-Benz x Superdackel dog collar for your furry companions.
“The opportunity to bring Superdackel to life with Mercedes-Benz has transcended realms and possibilities in our digital universe as such an iconic moment,” says Superplastic’s Galen McKamy, chief creative officer. “Janky & Guggimon are stoked to have a new partner in crime, and we’ll certainly be picking up the pieces in the wake of the chaos left behind.”
The Superdackel character was first introduced at CES 2023, which is known as one of the biggest and most buzzworthy tech events of the year. The Superdackel sculpture symbolizes how Mercedes-Benz and Superplastic are fusing the luxury automotive and digital creative worlds. You can now take your Superdackel companion with you to the digital world through exceptional digital intelligence presented in this luxury E-class model. This one-of-a-kind piece is limited to only 65 pieces and includes a small base or display and a custom Baltic birch box, making it a must-have collectible for art, design, and car enthusiasts.
Images courtesy of Factory PRThis month, our theme at fashionreverie.com is deeply focused on representing the intersectionality of music and fashion. Superplastic collaborates with a wide range of celebrities and musical talent, as well as artists and international brands. They are leaders in luxury art toys, music, fashion, and Web3, with countless experiences that have helped intersect the physical world with the digital world. They have sold millions of dollars in real and virtual products annually while collaborating with Gucci, The Weekend, Pusha-T, Post Malone, and more.
This collection will be available online at superplastic.co and at Superplastic’s NYC retail store starting June 21.
—Ryan Salfino
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