After working in the game merchandise industry for many years, I recently realized something interesting — I have never shared my thoughts publicly about this industry.
As someone who has been deeply involved in product development and manufacturing for years, I believe there are many topics worth discussing.
Today, I want to talk about one question that has been on my mind for a long time:
Are Game Collectibles Losing Their Connection With Fans?
When we look at many platforms selling game-related collectibles today, a large percentage of products are still concentrated around familiar categories such as coins, pins, T-shirts, plush toys, and statues.
These products are meaningful. They have played an important role in helping fans connect with the games and characters they love.
However, when the same product formats are repeated again and again, the experience can gradually become predictable.
Many products are still mainly focused on visual representation — putting a character, logo, or artwork onto a physical object.
The problem is that some collectibles may create excitement at the moment of purchase, but after the initial novelty fades, they often end up sitting on a shelf or inside a display cabinet, rarely creating further interaction or emotional connection.
A collectible should not only be something fans look at.
It should be something they can feel, interact with, and build a deeper relationship with over time.
This leads to a bigger question:
What’s Next for Game Merchandise?
In the early stage of merchandise development, many products focused on transferring visual elements onto physical surfaces.
A logo, character, or artwork was printed onto a specific material.
Then, with advances in manufacturing technologies, we started creating more three-dimensional products through better structures, materials, and craftsmanship.
But today, I believe we are approaching another transition point.
The next evolution may not simply be about better printing or more detailed decoration.
It may be about discovering new physical forms that allow fans to experience IP in completely different ways.
A collectible product should not only represent a character or a game visually.
It should create a stronger emotional connection between fans and the world behind the IP.
“ Finding new product carriers is not only about creating more product categories. It can benefit the entire ecosystem. ”
For manufacturers, new product forms create new opportunities and encourage the development of new production capabilities.
For designers, new materials, technologies, and manufacturing methods provide more freedom to turn creative ideas into reality.
For fans, new experiences create deeper emotional connections and more meaningful collectibles.
However, I believe this transformation needs to start from several directions.
1. Improve Product Quality
First, we need to continuously improve product quality.
Collectible products should not only represent an IP visually, but also deliver a sense of value, craftsmanship, and long-term ownership.
2. Rethink the Unboxing Experience
Second, we need to rethink the unboxing experience.
The moment a fan opens a product is an important emotional connection point.
Packaging, structure, materials, and presentation should become part of the storytelling experience.
3. Use Emerging Technologies to Accelerate Exploration
Third, we should take advantage of emerging technologies, including AI, to accelerate product iteration and explore how different IP elements can be adapted across different materials and manufacturing processes.
At the same time, we should continue paying attention to new manufacturing techniques and be more courageous in product design.
For example, could game merchandise incorporate lighting systems, sound effects, interactive mechanisms, or other sensory experiences?
Could a collectible allow fans to not only see the world of the game, but also feel, hear, and interact with it?
These elements have the potential to create a much deeper connection between fans and the IP characters and worlds they love.
I believe we need to step outside our comfort zone and rethink what a collectible product can become.
This transformation also requires collaboration from different roles.
1. Manufacturers
When new technologies become scalable and cost-effective, manufacturers should actively explore how they can be applied to merchandise development.
Manufacturers should not only wait for product concepts from brands, but also actively participate in discovering new production possibilities.
2. Designers and Product Developers
There needs to be strong and continuous communication between designers and product developers.
Product teams should provide detailed specifications and clear technical boundaries, so designers fully understand what is possible and where the real limits are.
This prevents designers from unnecessarily restricting themselves and allows them to push their creative boundaries further.
3. Industry Professionals
There needs to be people who continuously focus on this direction over the long term.
By consistently observing, discovering interesting products, and learning from innovations across different industries, we can identify new possibilities and bring fresh ideas into game merchandise development.
Recognizing the Problem Is the First Step
However, before solving any problem, we need to recognize that the problem exists.
For me, this exploration has already begun.
Recently, I have been paying close attention to innovative structural designs, such as new opening and closing mechanisms, as well as materials that offer higher customization possibilities and greater design flexibility.
By exploring these possibilities, I hope to discover new ways to create products that are more unique, more personalized, and more closely connected to the identity of each IP.