Luca Netz

Luca Netz (Luca Schnetzler) is an entrepreneur and brand builder known for acquiring the Pudgy Penguins NFT project in April 2022 for around 750 ETH (≈$2.5 million) and transforming it into a global Web3-native IP business. He serves as CEO of Pudgy Penguins and Igloo Inc, combining his background in e-commerce and toy goods with a long-term vision for mainstream crypto adoption.

Background & Early Career

Netz built his reputation in Web2 through direct-to-consumer e-commerce and brand-building, including a successful dropshipping business and leadership roles in consumer product companies. By his mid‑20s he had already generated multiple seven-figure outcomes, which he later leveraged to move into NFTs and digital IP.

Reviving Pudgy Penguins

After community pressure ousted Pudgy’s original founders, Netz stepped in as buyer, acquiring the collection and its IP when the floor price and sentiment were near all‑time lows. He restructured the project under Pudgy Media/Igloo Inc, focused on rebuilding trust, tightening execution, and positioning Pudgy Penguins as a long-term, character-driven brand rather than a speculative NFT trade.

From NFTs to Global Brand

Under Netz’s leadership, Pudgy Penguins expanded from a pure NFT collection into a multi-channel IP with toys, licensed products, and mass retail distribution. Pudgy toys launched in major retailers like Walmart and Target, selling over 1.5 million units while leveraging licensed NFT artwork and revenue-sharing for holders, and Pudgy GIFs and stickers have generated tens of billions of views on Giphy and social platforms.

Abstract Chain & Infrastructure

Through Igloo Inc, Netz co-founded and leads Abstract, an Ethereum Layer 2 designed for consumer apps—games, entertainment, culture—rather than purely financial protocols. Abstract uses zk rollup infrastructure and a consumer-first UX to hide blockchain complexity, aligning with Netz’s belief that crypto needs to feel fun, intuitive, and accessible to reach mainstream audiences.

Vision & Philosophy

Netz often frames Pudgy Penguins and Abstract as a combined bet on “crypto-native IP plus invisible infrastructure,” where characters pull users in and seamless tech keeps them. He has articulated goals of building Pudgy into a billion-dollar brand and Abstract into a leading consumer L2, driven by relentless execution, storytelling, and culture rather than short-term speculation.

This profile was generated using verified public interviews, ecosystem reporting, and project documentation.