Fan Fare: Gurdeep Bains on what fuels creativity at YuMe Toys

Gurdeep Bains – Global Creative Director at YuMe Toys – reveals what fuels the company’s creativity… And why it’s always about the fans.

At YuMe Toys, we live and breathe fandom. Every brand we touch – from anime icons to global entertainment juggernauts – is one we’re genuinely passionate about. And that passion runs through the whole company. Whether in design, packaging, sales or marketing, YuMe is stacked with people who geek out over the same comics, games, and shows our fans adore.

That’s why every new product starts with immersion. We don’t just skim the surface of an IP; we dive in headfirst. We binge the series, play the game, pore over the lore – all to understand the emotional hooks that make fans fall in love with these worlds. That fan-first mindset drives every decision, from sculpt and stylization to materials and packaging.

Our recent Stranger Things Upside Down Capsules Series 3 is a great example. We didn’t just design collectibles – we built an entire experience that lets fans feel like they’ve stepped inside Hawkins, using Morse Code clue cards and walkie-talkie-inspired capsules that double as both role-play devices and display cases.

Different products unlock different fan experiences. A chibi-style keyring becomes a subtle badge of belonging. A plush delivers that irresistible squish-factor, turning a favourite character into a comforting, huggable friend. And a capsule – like the Stranger Things Series 3 range – can transform unboxing into an adventure. Fans aren’t just opening packaging; they’re solving puzzles, guessing characters, and immersing themselves in the world before that final reveal. Whatever the format, our rule is simple: be true to the character, and fans will feel it.

Quality matters too. Fans can tell when something feels special. That’s why we push materials and finishes to elevate every piece. For Hello Kitty & Friends, we chose epoxy to give our keychains a premium tactile feel. For Stranger Things, we upgraded the walkie-talkie packaging with a larger tray box to command attention on shelf – because we know collectors value presence as much as detail. Every sticker, every accessory, every diorama card was designed to reward fans and have their favourite characters front and centre of the experience.

But we don’t create in a vacuum. Fans fuel our process every step of the way. We listen to conversations across forums, social channels, and collector communities – and we act on that insight. Stranger Things capsules Series 1 and 2 became best-sellers because fans embraced them, shared them, and built communities around the hunt. Series 3 builds on that legacy with fresh characters, new poses, and more interactive details – all directly informed by fan love. If fans are talking, sharing, and celebrating a YuMe product, that’s success. It means we’ve captured lightning in a bottle.

Our creativity is also powered by our people. With designers and illustrators spanning the UK, Hong Kong, Canada, and the US, we’re a true global melting pot. Different cultures, styles, and experiences collide daily – sparking ideas around the clock. That 24/7 energy means YuMe can respond faster, innovate quicker, and keep pace with the ever-evolving trends fans care about. It’s how we can launch something like Stranger Things Series 3 just as excitement peaks around the show’s fifth and final season – a perfect moment for fans and retailers alike.

We’re also fearless about breaking new ground. Our award-winning Netflix Gift Box showed we could disrupt categories, and our Stranger Things Series 3 Capsules prove how far we can take that spirit. By weaving gameplay, mystery, and collectability into one design, we’re giving fans more than a product – we’re giving them a story they can hold in their hands.

At YuMe, everything comes back to one thing: fans. Their passion fuels ours, their creativity inspires ours, and their joy validates ours. With fandom at the heart of product development, the future of YuMe is about continuing to surprise, excite, and celebrate the worlds fans love most.

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