CES 2023: Mercedes-Benz and SUPERPLASTIC form a partnership and present the “Superdackel”

Mercedes-Benz is taking a step into digital entertainment by partnering with emerging brand SUPERPLASTIC. Known for its universe of synthetic celebrities brought to life through original social media content and mass-produced “hyper-limited” toy and apparel launches, SUPERPLASTIC collaborates with a wide range of musicians , artists and brands. leading international. What at first seems like a counter-intuitive mix of two different worlds is in fact an unexpected and at the same time perfect combination between the new and the traditional, the luxury and the avant-garde and the digital worlds. and physical.

The two brands came together to kick off their new partnership at CES 2023 with the introduction of a new character in the SUPERPLASTIC universe – Superdackel. It is SUPERPLASTIC’s reimagining of the heroic alter ego of an icon, the ‘Wackeldackel’, the classic ‘nodding dog’ ornament that has graced the dashboards of generations of drivers. in the whole world.

Superdackel will be featured on social media on January 5. The highlight of the CES launch is an animated short featuring Superdackel and the main SUPERPLASTIC characters, Janky and Guggimon. Here’s the plot: Janky and Guggimon are “borrowing” a Mercedes-Benz from a dealership at midnight when they discover Wackeldackel in the car as they leave. The three friends then embark on a journey through the moonlit streets of New York City, where they engage in drama, car chases, and encounter a magical space whale. Influenced by his new friends, the shy and unchanging Wackeldackel transforms into his new persona, Superdackel, as the night goes on.

The two brands come together to create unexpected stories and experiences. After the first contact on a possible collaboration, the two partners quickly realized that the Wackeldackel was the main character, perfect for their story. After all, people around the world love to personalize their cars and mobility experiences, and like our cars, they are increasingly digitally driven.

“Mercedes-Benz has reinvented and redefined its brand and its vehicles for the modern, digital age, so why shouldn’t the iconic Wackeldackel be given a facelift as well? We welcome the Superdackel to the Mercedes‑Benz family”.

Bettina Fetzer, Vice President Communications and Marketing, Mercedes-Benz AG

Paul Budnitz, founder and CEO of SUPERPLASTIC, said that he is equally excited about this collaboration.

“I have always been a Wackeldackel fanboy. I still have his classic version on the dashboard of my vintage Mercedes 230CE. Also, when Mercedes-Benz contacted us to invite it into the world of SUPERPLASTIC, the response was an immediate YES” .

Paul Budnitz, founder and CEO of SUPERPLASTIC

Budnitz added that “the Wackeldackel is an icon for pop culture and car enthusiasts, and it was fun to be able to recreate it for a new era.” The opportunity to transform a character like Wackeldackel for a new generation is an amazing experience for the SUPERPLASTIC team, says Budnitz:

“We want to force brands to come out of their protective shell. And Mercedes is an amazing collaborator. This partnership is very symbiotic. Janky, Guggimon and other animated celebrities from the SUPERPLASTIC universe can travel the world with the best luxury cars, and introduce the new Superdackel to their millions of fans”.

Paul Budnitz, founder and CEO of SUPERPLASTIC

Bettina Fetzer agrees that the partnership with SUPERPLASTIC gives Mercedes-Benz the opportunity to explore new areas in the world of culture and entertainment.

“It’s about exploring areas and genres that might be considered unconventional for our brand. The goal: to challenge expectations and engage with cultural pioneers and a new audience”.

Bettina Fetzer, Vice President Communications and Marketing, Mercedes-Benz AG

Mercedes-Benz and SUPERPLASTIC fans will have the opportunity to meet the new Superdackel in person: the Mercedes-Benz booth at CES will feature a 2.5-meter (8.2-foot) Superdackel to allow CES visitors to get a closer look at the new character and his look, and snap some social media-worthy photos.

What will Superdackel and its SUPERPLASTIC companions do in 2023? Many things !

“Stay focused,” Fetzer and Budnitz said. “It’s going to be one hell of a trip!”


SUPERPLASTIC is a global entertainment brand that develops and manages a roster of world-famous artists and influencers. Often seen and experienced through social media and partnerships from Gucci to Fortnite among others, SUPERPLASTIC is at the forefront of luxury art toys, music, fashion and Web3, with countless collaborations and experiments that happening sit at the crossroads of the digital and physical domains.

Mercedes-Benz’s cultural commitment

Through its cultural activities and design partnerships, Mercedes-Benz highlights best practices by partnering with designers who reflect and promote values ​​such as exceptional and sustainable design, creativity and innovation. ‘innovation. The luxury firm is active worldwide and has launched many initiatives with some of the most prestigious names in sectors such as music, art and fashion, making the Mercedes‑Benz universe a meeting platform and links formed with creatives pioneers in their fields of excellence.

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