Derrick Baca, Senior Vice President, Creative, Innovation & Vision at Funko’s Loungefly, discusses the growth of the brand in this digital companion to The Toy Book‘s 2023 State of the Industry Q&A roundtable discussion. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: In some ways, Loungefly products are considered “Toy Adjacent” and have started popping up at retail alongside toys and collectibles. What advice can you share for retailers looking to expand their selection by adding Loungefly items?
Derrick Baca: Loungefly is hyper-focused on storytelling, quality, and design, which has shifted the perception of our accessories and allowed fans to view our products as collectibles. It’s something we take pride in as our mini backpacks have become the standard for collectability. Loungefly’s team is also comprised of fans who are passionate about the properties we represent, so we truly create and market products with a collectors’ mindset.
In the world of collectibles, much of the focus is placed on toys, comics artwork, etc., but the industry has shifted and fans are seeking new ways to experience, represent, celebrate, and wear their favorite fandoms. Today, collectibles are more than just shelved products, they’re wearable, everyday accessories.
TB: To what do you attribute the massive growth of Loungefly over the past few years?
DB: The collectability of Loungefly accessories has certainly contributed to the brand’s growth, which transcended rapidly in 2019 as we shifted our focus to the quality of our materials and the details added to each product. In a sense, we worked toward creating accessories that served as functional works of art.
Another aspect is the nostalgia lens through which we interpret the properties. Over the past few years, it has been a challenge to find happy things, so we’ve tried to offer wearable products that pay homage to fans’ favorite fandoms while reminding them of happier times.
Finally, Loungefly has been fortunate to have a very active and passionate community that continues to engage with us directly and support the brand across a variety of social platforms.
Additional State of the Industry Q&A responses can be found in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!