Call Us
+1 857-847-3152
Call Us
+1 857-847-3152
Call Us
+1 857-847-3152
Call Us
+1 857-847-3152
In this episode of e-Coffee with Experts, Austin Willman sits down with serial entrepreneur Mike Horn, President at Burgschneider Group, a mastermind in transforming fandom into commerce.
From helping brands like Dungeons & Dragons expand into cosplay and costumes with Burgschneider, to launching immersive fan events and collectibles, Mike shares a 30-year journey at the intersection of licensing, product development, and fandom culture.
They dive into why superfans are the center of the merchandising universe, how niche passions have become global movements, and why authentic brand storytelling wins every time. Mike also discusses market research strategies, IP evaluation, and the future of creativity in a world shaped by AI.
If you’ve ever wondered how brands tap into geek culture and build products fans obsess over — this conversation is a must-listen.
Fandom is a central theme in merchandise development.
Licensing presents unique challenges, especially for niche IPs.
Catering to super fans can drive brand loyalty and sales.
Marketing strategies should focus on both hardcore and casual fans.
AI has the potential to empower new creators in the fandom space.
Authenticity in products is crucial for fan engagement.
Berkshneider exemplifies successful fandom merchandise strategies.
Events can enhance the fan experience and brand connection.
Understanding the competitive landscape is vital for new brands.
The future of fandom will be shaped by technology and consumer preferences.
