The Toy Book (TB) catches up with Relatable’s Chief Revenue Officer, Karen Branson (KB), for some insight into the company’s evolution.
Why was it important to rebrand What Do You Meme?
Our transition from What Do You Meme? (WDYM?) to Relatable reflects our growth into a full-fledged consumer products company. WDYM? started it all, and while it remains a core category, our expansion into card games for adults and families, outdoor toys, plush items, and health & wellness products highlighted the need for a name that reflects our diverse lineup. Relatable encompasses our commitment to creating products that resonate with individuals, aligning with our expanded range of offerings.
When you joined the team as Chief Revenue Officer, the company was very excited about some “fresh ideas” you brought to the table. What can you share about that?
Since joining as CRO, my primary focus has been aligning our strategic growth pillars with our existing retail partnerships. We’ve explored ways to streamline our retail tactics and marketing efforts to boost brand recognition and introduce new products effectively. To achieve this, we’ve merged the sales and marketing teams under my leadership to establish a solid foundation for ongoing growth.
Rob Bencal joined Relatable as Executive Licensing Consultant last year. How has he fueled growth?
Rob has been instrumental in driving our growth in licensed products. Leveraging his expertise, we’ve continued to expand our Squishmallows Heating Pads line with the introduction of Archie and Wendy earlier this year. Building on this success, we’re thrilled to announce that we have some exciting new licenses in the pipeline for this year, including new emotional support products and more!
Hunt A Killer (HAK) is Relatable’s first acquisition. What made it a compelling target?
The acquisition was carefully driven by our founders and marks a significant milestone for Relatable, representing our first strategic move into the world of acquisitions. HAK’s status as the premiere murder mystery franchise perfectly complements Relatable’s position as the No. 1 leader in adult card games.
From the start, it was clear that HAK’s unique offering filled a white space in the market that we’ve been eyeing for some time now. This acquisition not only expands our product portfolio but also opens up exciting opportunities to tap into a new customer demographic interested in strategy games. While our existing product line focuses on casual and easy play, HAK provides a strategic avenue for us to diversify and further solidify our leadership in the industry.
Relatable quickly became a player in the “toy adjacent” category through products such as the Menstruation Crustacean line under the Happy Helpers brand. How did heating pads become such a key part of your product assortment?
The idea behind our cute plushie heating pads was straightforward: We noticed a gap in the market and decided to fill it. Traditional heating pads were functional but lacked personality, so we sought to change that. Collaborating with Jazwares allowed us to add a unique twist to our product and capture the attention of consumers looking for something different.
As Relatable continues to spread its wings, what other initiatives can you tease for the future?
Innovation is our core focus at Relatable, whether it is within the games category or in entirely new segments, we are focused on bringing innovation to our target audience. With a deep understanding of millennial and Gen Z needs, we continuously seek to reinvent and reinvigorate categories.
One of the main reasons I was drawn to Relatable was the approach and excitement the company has when it comes to driving newness and innovation. We will apply these same principles in continuing the evolution of the HAK brand and are super excited to bring those to life over the next 12 to 18 months!
