Podcast Summary: "The Power of Social Brand Experience & Collectibles: Superplastic Launches Dopeameme Institute"

Right About Now with Ryan Alford hosted by Ryan Alford features an insightful episode released on December 31, 2024, where Jennifer Van Dyke and Zach Sugarman from Superplastic join to discuss the intersection of social brand experiences, collectibles, and innovative brand strategies. This episode delves deep into Superplastic’s journey, their creative processes, and their ambitious ventures, including the launch of the Dopeameme Institute in Las Vegas.

Introduction to Superplastic and Their Origins

The conversation begins with Jennifer Van Dyke expressing her vision for Superplastic:

“Personally, I would love it if Toys was our smallest revenue channel because it would mean we've succeeded as a brand to be able to make the core collector happy with the best stuff, but also make a business out of the other revenue that we have in our platform.” [00:00]

Zach Sugarman explores the origin of the company's unique name:

“It was really quite a random combination that our founder Paul Budnitz created. He was the founder of Kid Robot and when he was ready to start a new company, more character and IP driven, he wanted it to be super and somehow he landed on Super Plastic.” [01:28]

Meet the Characters: Janky and Gugimon

Jennifer introduces their main characters, Janky and Gugimon, emphasizing their appeal to Gen Z and TikTok audiences:

“Our two main characters, Janky and Gugimon are the ultimate schemers. Janky's sort of the lovable idiot. Kugimon is the semi lovable and always interested...” [02:24]

The analogy to classic animations like Tom and Jerry underscores their dynamic:

“It's the modern day Tom and Jerry... constant messing with one another.” [03:08]

Evolution of Animation and Technological Integration

Jennifer provides a comprehensive overview of the evolution of animation, highlighting the shift from traditional hand-drawn methods to high-end tools like Maya and real-time platforms like Unreal Engine:

“We actually sit at a really interesting moment where animation is undergoing an incredible evolution... we actually have a whole pipeline built on Unreal Engine...” [04:10]

Paul Budnitz adds insights into how 3D rigs and AI are transforming content creation:

“Once you make a rig, a 3D rig of an animated character, you can then apply it to all these different places... AI allows creating more outputs more frequently and easier.” [05:51]

Harnessing AI in Animation and Narrative Development

The discussion delves into the role of AI in enhancing character voices and storytelling:

“We've been experimenting with a lot of different types of voice models... the ability to create these things cheaply and scalably AI is a natural solution.” [08:00]

Jennifer emphasizes the balance between authentic character voices and innovative AI applications:

“The ability to create these things cheaply and scalably AI is a natural solution... you’ve got to be funny, then you got to be extra funny.” [09:01]

Strategic Release of Collectibles and Scarcity Marketing

A significant portion of the episode focuses on Superplastic’s strategy for releasing collectibles. Jennifer discusses the importance of scarcity and audience segmentation:

“We have in our history done a lot of different experiments with scarcity... we started to change the approach, though, to go more and more rare for these types of toys...” [22:31]

Zach reflects on the balance between revenue and brand elevation:

“As the CEO, is this a brand player, revenue play?... it elevates the brand value and the character value.” [23:25]

Jennifer elaborates on how core collectors drive brand growth:

“Our most avid collectors are actually the ones that attract the most attention... balancing that with mass reach is equally important.” [25:39]

Brand Partnerships and Collaborations

Paul discusses how Superplastic engages in meaningful brand partnerships that go beyond simple collaborations:

“We pursue all brand partnerships to hit across all three of our tent poles... it's more around creating a new character, limited edition products, and live events.” [34:12]

Examples include collaborations with Mercedes and integrating brands into their virtual worlds:

“We created a new character called a Super Tackle... integrated in one overall partnership.” [35:03]

Jennifer adds that these collaborations maintain Superplastic’s unique, edgy brand voice:

“We are only going to do it in our fun style... Mercedes' campaign was balancing the edge with the audience.” [36:37]

Launch of the Dopeameme Institute in Las Vegas

One of the episode's highlights is the introduction of the Dopamine Institute for Pleasure Research at Area 15, Las Vegas. Jennifer describes the immersive experience:

“We’ve opened what we call the Dopamine Institute for Pleasure research... you become part of Janky and Gugimon's latest scheme.” [38:05]

She paints a vivid picture of the interactive experience:

“It's like a demented escape room... you navigate the experience with an RFID wristband and engage with AI characters.” [42:24]

Zach likens it to an amalgamation of amusement park elements and storytelling:

“Sounds like amusement ride meets storytelling with animated characters you love.” [41:16]

Future Aspirations: From Superplastic to a Billion-Dollar IP

Jennifer shares Superplastic’s ambitious vision to rival giants like Marvel and Disney:

“Variety magazine called us the next Marvel supreme and Disney combined. That's the mission... billion-dollar platform for the new generation.” [43:32]

She highlights their commitment to expanding the IP and engaging fans across multiple platforms:

“We continue to develop more of them... no limit to the IP potential and the ability to continue to engage fans.” [44:23]

Personal Stories and Community Engagement

The hosts and guests share personal anecdotes about fandom and collecting, emphasizing authenticity and community:

“I grew up in San Diego bringing my box of comics to Comic Con... now it's the most amazing entertainment vehicle ever.” [29:05]

Paul discusses engaging with fans through various channels and events:

“We're running something called Deck the Halls... sharing submissions on social and rewarding favorites.” [30:00]

Closing Thoughts and Future Engagements

Jennifer and Zach wrap up by encouraging listeners to engage with Superplastic’s offerings across different platforms and to visit their new Vegas experience:

“The best way is to go to Superplastic.co/products/Dopamine. Follow our characters on TikTok and Instagram...” [45:07]

Zach emphasizes the importance of cross-platform engagement to fully experience Superplastic’s brand:

“Our YouTube channel is blowing up... you have to watch us on YouTube to get the full experience.” [21:15]

Conclusion

This episode of Right About Now with Ryan Alford offers a comprehensive look into Superplastic's innovative approach to brand building through collectibles, immersive experiences, and strategic partnerships. Jennifer Van Dyke and Zach Sugarman provide valuable insights into leveraging modern technology and fandom to create a robust, multi-faceted IP. Their ambitious plans, highlighted by the launch of the Dopeameme Institute in Las Vegas, position Superplastic as a potential leader in the next generation of IP-driven brands.

Notable Quotes:

• “It was really quite a random combination that our founder Paul Budnitz created...” – Jennifer Van Dyke [01:28]
• “Our most avid collectors are actually the ones that attract the most attention...” – Jennifer Van Dyke [25:39]
• “Variety magazine called us the next Marvel supreme and Disney combined...” – Jennifer Van Dyke [43:32]
• “Sounds like amusement ride meets storytelling with animated characters you love.” – Zach Sugarman [41:16]

For more detailed insights and to experience the vibrant world of Superplastic, visit www.RyanIsRight.com or follow @rightaboutnowshow and @ryanalford on Instagram.