From Style Guides to Trendsetting: Derrick Baca & Liz DeSilva on Building Fandom-First Merch

In this episode of The Licensing Exchange, hosts David Schnider and Greg Pan sit down with licensing and consumer-products veterans Derrick Baca and Liz DeSilva to unpack what separates forgettable “logo slap” merchandise from products fans genuinely collect.

Derrick shares his path from retail buying into leading licensing strategy, while Liz explains how deep fandom knowledge and creative risk-taking helped transform accessories into must-have collectibles during the growth of Loungefly.

Together, they explore:

• how fandom insight drives product demand
• why fringe and under-merchandised IP can outperform expected blockbusters
• how teams earn trust to go beyond studio style guides
• the creative and operational realities of working with mom-and-pop retailers
• why limited drops and community engagement matter more than logos
• what they’re building now at The Whatever Company, including the brand “Whatever Makes You Happy”

This episode is a practical and candid look at modern licensing strategy for anyone working in consumer products, retail, or brand partnerships.