As the E-Class has evolved, so has Superdackel – From A Dashboard Toy To The Ultimate Digital Road Trip Companion

Mercedes-Benz launches co-branded Superdackel, the newest friend of the Superplastic Universe.

Whether you’re a die-hard Mercedes-Benz enthusiast, a Superplastic fanatic, or simply appreciate the perfect blend of luxury and creativity, the Superdackel collection is bound to make waves in your world.

 

In a surprising twist, Mercedes-Benz has joined forces with Superplastic, the home of Janky & Guggimon, to introduce the world to the latest addition to the Superplastic universe: Superdackel. This collaboration has sparked an exciting journey that combines luxury automotive design with digital creativity, resulting in a limited-edition capsule collection that is sure to turn heads. The launch event, held at the Superplastic flagship store in New York City’s vibrant SoHo district, was a celebration of this unexpected partnership and a tribute to Superdackel’s debut on “World Dachshund Day.”

Superdackel, a modern reinvention of the classic “Wackeldackel” dashboard toy, first made its appearance at CES 2023, leaving fans in awe of its effortlessly cool vibe. This revamped nodding-head dog toy has been transformed into a digital road trip companion, accompanying Janky & Guggimon on their adventures integrated into the new Mercedes-Benz E-Class MBUX Superscreen. The animated short film “Road Tripz – Starring Janky, Guggimon & Superdackel” premiered at CES, taking viewers on a wild joyride through the bustling streets of NYC, complete with Janky & Guggimon’s signature mischief and even a cosmic space whale. The animation, mixed in Dolby Atmos, has also found its way into the MBUX Superscreen, creating an unforgettable experience for fans.

Just like the Mercedes-Benz E-Class, which has earned its reputation as an automotive icon over the past seven decades, Superdackel has become a beloved addition to the Superplastic universe.

The E-Class, renowned for its exceptional design and customer satisfaction, has been reimagined to cater to the digital era, featuring cutting-edge technology and personalized experiences. The high-end Burmester 4D Surround Sound system, complete with Dolby Atmos, offers an immersive entertainment streaming experience, including content from Superplastic.

The exclusive launch event on June 21 at the Superplastic flagship store was a true spectacle.

Guests were treated to an immersive gallery space adorned with captivating full-screen animations from the short film. Standing tall at a staggering 8.2 feet (2.5 meters), the giant Superdackel sculpture, which debuted at CES, welcomed attendees with open paws. It was an opportunity for fans to fully immerse themselves in the magic of the Superdackel collection, which was available for purchase during the event.

Galen McKamy, Chief Creative Officer of Superplastic, expressed his excitement about the partnership, stating, “The opportunity to bring Superdackel to life with Mercedes-Benz has transcended realms and possibilities in our digital universe as such an iconic moment. 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.”

Julia Hofmann, Head of Branded Entertainment & Brand Partnerships at Mercedes-Benz, shared her enthusiasm for the project, saying, “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. People around the world love to add their own personal touch to their cars, even in the digital era.”

At the heart of the collection lies the 12-inch (approx. 30.4-centimeter) handcrafted Superdackel figure, meticulously sculpted in the United States from a blend of cherry, maple, walnut, and alder wood.

Adorned with the iconic Mercedes-Benz emblem, this limited-edition sculpture symbolizes the fusion of luxury automotive and digital creative worlds. With only 65 pieces available, each accompanied by a small base for display and a custom Baltic birch box, it has become a highly sought-after collectible for art, design, and car enthusiasts alike. Additionally, the exclusive collaboration extends to a premium capsule of apparel, including luxurious accessories.

Keeping sustainability in mind, the products in the collection utilize materials from the United States, aligning with both brands’ commitment to net carbon-neutrality and environmental responsibility.

Among the standout pieces is the wooden Superdackel figure, offering a fresh take on the beloved Wackeldackel with its new and improved cool factor. Crafted from U.S.-sourced wood, this limited-edition item is a must-have for collectors, with only 65 pieces available.

The Mercedes-Benz x Superplastic hoodie, made from 100% organic cotton, showcases the iconic Superdackel logo, allowing fans to wear their enthusiasm with style and comfort. The scarf, crafted from 100% silk, features an eye-catching checker pattern and the Superdackel logo, adding a touch of sophistication to any outfit.

Even our four-legged friends can join in on the fun with the Mercedes-Benz x Superplastic dog collar, available in sizes S and M. With the Superdackel logo prominently displayed, canine co-pilots everywhere can flaunt their stylish accessory.

This exciting collaboration between Mercedes-Benz and Superplastic has breathed new life into the classic Wackeldackel, creating a digital and physical experience that resonates with fans around the globe.