Known for its off-kilter and unapologetic main characters Guggimon and Janky, Superplastic is taking its knowhow to the streets of New York with a collaboration long in the making. Debuted at CES 2023 in January, Superplastic's newest synthetic influencer, Superdackel, took center stage in an animated short film called Road Tripz, which the firm describes as "merging the physical world of Mercedes-Benz with the digital universe of Superplastic."
The two companies are combining their own icons for a collaborative effort that will see Superplastic heading up a variety of toys and collectibles under the Superdackel capsule collection. All limited-edition apparel and figures will be going up for sale starting today, June 21, and can be nabbed at the official Superplastic online store after 4PM EST.
The announcement comes on the same day as the World Dachshund Day, which calls for some hot dogs and petting a Doxie or two. The day is celebrated on June 21 due in large part to the fact that it's the longest day of the year, and with that Superplastic is celebrating with its own dachshund in the form of Superdackel, a rather short and playful new character contrived for the collab.
Superdackel, while wholly original, has some interesting roots that date back to 1960s Germany, wherein a bobblehead dog by the name of Wackeldackel had wide fanfare. The bobblehead would often be kept on the dashboard of most cars, primarily Mercedes, and grew into an icon in the country. Superdackel not only pays homage to this long-forgotten pup, but will most probably become Superplastic's next major character (and an icon itself).
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Similar so-called synthetic influencers, namely Guggimon, have become widely popular to the point of actual celebrity status. Guggimon alone sports an Instagram follower count of 1.4 million, a testament to its reach and adoration in popular culture. These animated characters go on to take massive deals with brands like Mercedes, not unlike marketing ploys as seen with real-world creators on YouTube, Instagram, and the like.
The Superplastic and Mercedes collab will be celebrated with a VIP-only event in Manhattan. The event could well boast a guest appearance of the newest Mercedes-Benz E-Class, which Superdackel and co stole in the aforementioned animated short Road Tripz. This very short has also been integrated into the E-Class's MBUX Supercreen, so drivers know just who's car it really is (Superdackel's, of course).
Superdackel's capsule collection will feature a wooden Superdackel figure, dog collar, and assorted apparel. The wood sculpture is a one-of-a-kind creation of only 65, made with 100% cherry, maple, walnut, and alder wood, rendering Superdackel into the real world while holding the iconic Mercedes-Benz logo. It comes in a custom Baltic birch box with a small base for those who want it out on display.
Where Superdackel will go next is anyone's best guess, but at least him and all of his friends across the Superplastic universe can ride in style with the newest Mercedes-Benz E-Class. Superplastic isn't stopping there, either. With Mercedes and Gucci now as major collaborations, and a whopping $20 million in funding from the likes of Amazon, the entertainment firm is soon to set its eyes on even trippier renditions of its world, set within and without its much-beloved digital realm.
