Personal Brand & Positioning
Why do brands make collectibles a brand play instead of a revenue play?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Seed collectibles with credible community figures instead of buying reach: the Ganga drop went to LeBron James, Anthony Davis, Carlos Alcaraz and Vinicius Jr., generating photo content that reached new audiences. source →
02Accept toys as a brand investment, not a revenue engine; Jennifer's stated ambition is for toys to become Superplastic's smallest revenue channel. source →
In their words
What was actually said
That's an interesting, interesting interplay, I'm sure, in the decision process. It's a fantastic question because it is the core of why we call ourselves an IP or a media company because that is our asset, that is our value and that is our goal is to be larger than kind of anyone tool to bring that to fans. And toys and our high-end collectibles are unequivocally a fantastic brand opportunity to connect deeply with a community.
The episodes