House of Doge, the commercial arm of the Dogecoin Foundation, has announced a pivotal merger with Brag House Holdings (TBH), setting the stage for a Nasdaq listing.
The reverse takeover, unanimously approved by both boards, is expected to close in early 2026. The merger initiates a new era for Dogecoin, boosting its institutional profile by granting direct access to regulated financial markets.
Dogecoin’s Corporate Arm Takes Center Stage on Wall Street
The firm announced the merger on October 13 via a press release. The deal brings together over 837 million DOGE under management and more than $50 million in investment capital.
As part of the agreement, Brag House will issue approximately 594 million shares of common stock, along with 69.25 million convertible securities. Most of these newly issued shares will go to current House of Doge shareholders, making House of Doge the majority owner of the combined entity. Brag House’s existing shareholders will retain a minority stake.
Furthermore, Marco Margiotta, founder of PayFare, will be appointed CEO of the combined company. Lavell Juan Malloy II, CEO and co-founder of Brag House, will remain on the board to ensure strategic continuity.
“What started as a community-led ambition has matured into an infrastructure engine for Dogecoin. By going public through this merger, we’re opening access and unleashing the next wave of innovation, institutional participation, and mainstream utility for Dogecoin,” Margiotta stated.
Mainstream Adoption: Expanding Dogecoin Utility and Gen Z Reach
The new company seeks to expand far beyond Wall Street. The merger creates a multi-revenue-stream digital asset management platform linking payments, tokenization, gaming, and yield opportunities for the global Dogecoin community.
Meanwhile, Brag House will continue to operate as an autonomous vertical within the new structure, serving as Dogecoin’s first institutional entry point into the college gaming and sports ecosystem.
The firm will help bring Dogecoin to college campuses, targeting Gen Z’s $350 billion annual spending. This focus enables Dogecoin to move beyond memes, supporting real-world transactions and encouraging broad adoption in commerce and social circles.
“By embedding Dogecoin into the fabric of Gen Z’s experiences, across college campuses, sports, gaming, and communities, we are not merely creating new business lines; we are unlocking a multi-billion-dollar avenue to mainstream digital currency acceptance and shareholder value creation. Brag House is now well-positioned as the public company vehicle for the next generation of global finance, a widely accepted, culturally integrated, and institutionally supported currency,” Juan Malloy II added.
Market Impact
Nonetheless, the news has not strengthened investor confidence. According to Google Finance data, Brag House Holdings’ (TBH) shares plummeted 48.33%, closing at $1.24 on the NASDAQ.
Brag Holdings Stock Performance. Source: Google Finance
Dogecoin (DOGE) also experienced a modest decline amid broader market volatility. BeInCrypto Markets data showed that the dog-themed cryptocurrency slipped 0.81% over the past 24 hours. At the time of writing, it was trading around $0.207.
Dogecoin (DOGE) Price Performance. Source: BeInCrypto Markets
Despite the short-term pullback, CoinGecko data indicates that community sentiment remains largely positive. Around 72% of users remain bullish on DOGE, suggesting that retail traders still see potential for recovery if broader market conditions stabilize.
