State of the Industry Q&A 2026: Geoff Walker, Super7

2025 was a significantly challenging year, and managing the uncertainty around tariffs was the biggest win we had. It was a challenging time, but despite the tariffs, we saw POS increases across all major channels and still delivered our signature products to our Super7 community.  We also successfully launched our Walmart in-store program, which is a great indicator of things to come.

Super 7 is the home for fans of pop culture. We are striving to create unexpected products and experiences for every property we develop that remain true to the core values of the Super7 community.

Demand was solid for the year despite external obstacles. Our timing of new drops drove velocity and helped us maintain demand throughout the year. In 2026, we will continue to track consumer spending and ensure we tightly manage our units per wave.

We continue to listen to the fan community to drive character decisions and property choices so we can deliver products that speak directly to their interests.  We try to find characters that have never been made, but that fans have been asking for, to enhance the singular Super7 experience.

A great example is our 2003 Teenage Mutant Ninja Turtle line, which had never been made since the original animated TV series aired. That fanbase that grew up watching the show is now becoming collectors and is excited to showcase their fandom in new ways that translate to adulthood.

Community is key to our development. Listening to fans at Comic-Con, on Reddit forums, and elsewhere is an important part of our design process.  Additionally, most of our employees grew up as fans of the properties we develop, which helps us deeply understand what the collectors are looking for.

We are well-positioned to partner with all licensors. Our core value is delivering the very best product for our fans and our Super7 community. When we evaluate new properties, one key decision is how many collector partners they have. We want to make sure the market isn’t oversaturated and that our entry point remains uniquely ours. In the collector market, it is important to expand the world, not just sell a reissue of items that have already been made.

Costs are always a challenging part of any design process. It’s critical to deliver the highest-quality product at the right retail price, one that’s fair to both the consumer and us. Adding tariffs on top of that was a new challenge. It is key, more than ever, to work with the factories to ensure we are maximizing the manufacturing process and delivering the amazing products.

Expansion on key properties (TMNT, ThunderCats, Godzilla, G.I. Joe, Transformers, and Peanuts) while expanding into new properties that will be announced later, that fans will really enjoy. Driving the business into 2026 with new form factors and price points. Finally, we have some amazing programs tied to the USA’s 250th anniversary this summer that we can’t wait to show off.