Minted Labs

Carlos Display

Minted Labs combines unparalleled craftsmanship, technical prowess and innovation in all its creations to deliver a rich experience for the fans.

 

Minted Labs was co-founded by Carlos Lopez and his group of investors that recognized a unique opportunity to partner with iconic brands. 

The company creates collectibles of licensed products inspired by gaming, movies, TV and sports. Those come in four forms: Soft Statues, articulated figures, plush products and, coming in 2020, technology enabled collectibles. In comparison to larger companies in this space, Minted Labs caters its production strategy based on quality, demand and technology integration. “Our ultimate goal is to allow the fans to extend their experience beyond the console,” Lopez says.

Minted Labs sells directly to collectors online from its website, Amazon, BigBadToyStore, Entertainment Earth and other websites and also through partnerships with distributors to reach small comic shops and specialty stores. “It’s reverse thinking,” Lopez says. “We can’t depend on the [big box stores]. We go through direct-to-consumer and collaborations with specialty channels.”

High Quality, Lower Price

There is a “ton of competition” in the world of collectibles,” Lopez says. “We are inspired by the competition in the collectibles market which enables us to create unique offerings that stand out. Nemesis was our marquee offering for this opportunity” 

For those unfamiliar, Nemesis started out as a video game character developed by Capcom and was later incorporated into the big budget Resident Evil movies. 

“It was a great project to share our vision with the market,” Lopez says. “It helped us gain recognition in the industry. When someone hears about a Soft Statue, their interest is immediately peaked, and they are very curious to see what it is. Our partners appreciate the unique construction of the figure as it really lets us execute on the creative front, where this presented challenges in the past.”

Minted Labs combines craftsmanship, technical prowess and innovation in all its creations to deliver a rich experience to the fans while recognizing the end pricing. “It’s not a super posable action figure or a straight up statue – it’s something in between,” Lopez says. “Our commitment is to maintain lower retail costs but keep our quality and produce authenticity.”

Keeping the quality high, managing licensor expectations and value engineering product development through innovation is a challenge that permeates through our culture. “Sometimes you want to put tons of detail on it,” Lopez says. “As you grow and become recognized by retailers, you are expected to do every product, even the fads.”

While some companies chase fad items, Minted Labs does not. “Slow and steady is just fine,” Lopez says. “We go out of our way to avoid fads and view our partnerships from a long-term perspective.” 

Huge Market

The company has expansion plans to bring its products to different markets, segments and properties by partnering with slate of licensors. Minted Labs recently announced partnerships with UFC, Borderlands, KISS (rock band), Queer Eye and Teenage Mutant Ninja Turtles (TMNT) for its product offerings.

Borderlands 3 is a partnership Minted Labs entered into via its licensing agent Universal Branding & Media. “It’s one of the top grossing games of all times and an all-time fan favorite,” Lopez says. “Combined, it sold more than 26 million units in its last two releases. It is an exciting opportunity to bring our unique offerings for an iconic brand.”

Queer Eye from Netflix is "highly recognized as far as social media and pop culture,” Lopez says. “The guys have become so iconic. We think their fans will go crazy once they see their adorable line of soft statues, it's a great departure from gaming and superheroes."

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