Bjorn Van Passel discusses licensing gaming accessories and collectibles at Ultra-Pro

Bjorn, you’re the Sr. Marketing Manager at Ultra-PRO Europe. For those that don’t know Ultra-PRO, what do they do?
If Ultra-PRO is new to you, it might be time to emerge from under that proverbial rock, Deej! Ha!

Ha! Well, I’m not imaging droves of people…
We’re a leading provider of high-quality gaming accessories and collectibles. Our range includes everything from protective sleeves and binders to gaming mats and storage solutions, all designed to enhance and safeguard your gaming and collecting experiences.

Perfect. And I’ll pop a picture in here because I think a lot of it is very recognisable once you see it. Now… Ultra-PRO holds a number of licenses. Can you give us an idea about some of those? With whom do you work?
We hold licenses with major brands such as Wizards of the Coast – for Magic: The Gathering D&D; The Pokémon Company, Games Workshop – for Warhammer… And others. We work closely with these partners to develop products that cater to their fanbases and enhance their gaming experiences.

What kind of product do you create for licensing deals?
For licensing deals, we create a wide range of products including protective sleeves, deck boxes, playmats, and storage solutions. One standout product is our APEX sleeves, which are truly incredible.

APEX sleeves?
Yes! We’ve already released them for Magic: The Gathering, and we’re excited to introduce them for Tokepi with The Pokémon Company. These sleeves not only protect and celebrate the themes and artwork of the licensed properties but also offer a shuffling experience that is really aaaaammmmazing! The creating part… To be very honest, this isn’t really my job, but I’ll take the credit for it anyway!

Ha! My understanding is that some of your partnerships are inveterate… Why is that? What do you think makes Ultra-PRO great for a long-term licensing relationship?
Many of our partnerships are long-standing due to our commitment to quality and reliability. We consistently deliver products that meet the high standards set by our partners and their fans… Our ability to innovate and adapt to new trends while maintaining a strong track record of performance makes Ultra-PRO an ideal partner for long-term relationships.

You mention commitment and quality. Tell me about the company’s other values: what’s important to you?
Yes! Alongside commitment and quality, Ultra-PRO values innovation and customer satisfaction. I’ve gotten so much out of this world that I feel it’s my calling to give back as much joy as I’ve received, especially in the collecting world. I love being part of the process that protects what is precious to our customers.

Great answer, thank you. And not wanting to rob you of the credit you’re wrongly taking for the creative aspect of things, Bjorn…
Ha!

…what – in terms of design – is the company’s process? How do you go from saying, “We need this product!” to “Amazing! Everyone’s signed off!”?
Our design process begins with identifying the needs and preferences of our customers and partners. We then develop initial concepts and prototypes, which undergo rigorous testing and feedback cycles. Once the design is refined and approved internally, we work closely with our partners to ensure that the final product meets all requirements…

A lot of back and forth, then?
Right. The process involves multiple stages of review and adjustments to ensure the highest quality. For example, the CardPreserver was meticulously developed to offer unparalleled protection and durability… It ensures each card remains in pristine condition. This dedication to excellence and attention to detail exemplifies our commitment to delivering top-notch products.

When we met, we had a short conversation about magicians using some of your products to display playing cards! Are there other obscure uses for any of your products?
Yes, it’s fascinating to see the creative ways people use our products! Aside from magicians, we’ve seen our sleeves and display cases being used by artists for showcasing their work, and even by educators for organising and protecting teaching materials. I even heard that our APEX sleeves are used in space projects, but it could be that I made this last thing up.

Ha! With whom else would you like to have partnerships? What licenses are on your wish list?
We have a few on our wish list… But actually, we just want to help them and collaborate in the best possible way.

Simple as that. How did you come to be doing what you do, Bjorn?
You mean becoming an awesome marketeer, who is not only handsome, smart, and also very modest?

That’s exactly what I meant! Ha!
Well, I’ve always had a passion for marketing and collecting. My background in both fields led me to Ultra-PRO, where I could combine my interests and expertise. Over the years, I’ve had the opportunity to work on a variety of exciting projects and build strong relationships within the industry. It’s been a rewarding journey, and I’m thrilled to be a part of a company that’s at the forefront of collecting and collectibles.

If you weren’t doing this, what would you be doing?
If I weren’t working in marketing and collectibles, I’d likely explore another field where I can combine creativity and strategy, such as sports management. My experiences in football have been incredibly rewarding and taught me valuable lessons about teamwork and strategic thinking. These skills translate well into the marketing world, so whether I’m on the field or in a boardroom, I’d still apply my passion for dynamic, strategic thinking.

What’s next for Ultra-PRO?
I’m always excited about new products coming up, but I’m particularly thrilled about our collaboration with Warhammer. Although I have seen the products in pictures, I haven’t experienced them in reality yet. The anticipation is building, and I’m really looking forward to seeing what’s in store for us!

Finally, what’s the one question I could’ve asked you today but didn’t?
You did an amazing job with your questions, so it’s hard to think of something more! But if you’d asked about our European structure, I would say: Our headquarters are located in the US, but in Europe, we have a warehouse in Kortenberg where we can also produce our playmats on a small scale. We have a team of six people for the warehouse, plus two account managers, one person responsible for e-commerce, and a general manager. I handle marketing for Europe.

Brilliant! Thank you, Bjorn. Pleasure to catch up.