Why does MONOPOLY’s iconic design work so well for Loungefly? In conversation with Jessica Hardy

Let’s start in the obvious place! Who are you and what do you do?!
My name is Jessica Hardy, and I have the absolute pleasure of leading the Softlines Product division for Loungefly within Funko. That means overseeing everything from concept to development of physical products.

But you don’t do that single-handed, I trust?!
No! My team consists of the most talented, fan-focused creative minds in the business… We lead with trend research and silhouette development, overlay it with in-house custom artwork, kissed with the most detail-minded treatments to take our bags from basic to best-in-class. Every decision we make is with fandom in mind to ensure we create pieces that feel special, collectible and – most importantly – meaningful to the fans who love them.

Wow! I’d like to come back to some of that in just a moment… For now, 2025 sees Hasbro celebrating 90 years of MONOPOLY. What do you think is the secret of the brand’s success?
I have a long history with the MONOPOLY brand, having previously led Global Licensed Consumer Product Design and Development for Hasbro’s portfolio, where MONOPOLY was a strategic brand priority. The secret to MONOPOLY’s longevity is its ability to adapt. From classic long-form gameplay to speed editions, digital formats, and even global experiences, MONOPOLY has evolved alongside its players. Its universal themes of strategy, competition, and aspiration have kept it culturally relevant with each iteration.

Excellent! Thank you. And what can you tell me about some of the Loungefly MONOPOLY products?
Our collection puts Mr. Monopoly front and centre! Our signature Mini Backpack silhouette – recognised worldwide – has been reimagined as a premium cosplay-style piece… It brings Mr. Monopoly to life with amplified details…

Go on…
His signature top hat and tuxedo are reinterpreted using patent leather for a sleek shine, while his collar’s iconic ‘M’ is rendered in moulded metal with a rhinestone treatment. We wanted to capture the fun, competitive spirit of the game, so we designed Mr. Monopoly making it rain with the falling signature MONOPOLY money cascading down around him. Additionally, we created a figural crossbody bag inspired by the top hat, made from the same patent leather, and featuring fanned-out MONOPOLY money – a nod to the most iconic moments of gameplay.

Amazing! And let’s talk some about your process… The board design, playing pieces and Mr. Monopoly mascot are all iconic. How do you decide which elements to feature?
As a global brand, we always prioritise elements that have the broadest cultural resonance. MONOPOLY has seen countless regional editions and customisations, but there are a few elements that are universally recognised. As you say, they include Mr. Monopoly himself, the game tokens, and the signature currency… We leaned into these touchpoints to ensure our designs feel nostalgic yet fresh, appealing to both long-time collectors and new fans alike.

So once you have an idea in mind, what’s your creative process?
Our process starts with a quarterly trend share-out led by our design team in partnership with Worth Global Style Network insights and ongoing comparative shopping research. These trend analyses inform colour stories, material innovation, and silhouette direction for upcoming seasons. From there, our Creative Directors refine these insights into product-specific concept direction, assigning projects to our Graphic Design team. Our Graphic Designers then develop original artwork, ensuring our take on an IP feels unique compared to other licensed partners using the same style guides…

We prioritise custom graphics and innovative treatments – debossing, embroidery, beading, lenticular printing… And even elements like light and sound to create distinctive, multi-dimensional pieces. Once a concept is greenlit, it moves to our Product Development team. The Product Development team translates the designs into factory-ready technical specifications.

I’m loving this detail! Just help me orientate myself here: at this point, we’ve not seen a prototype, have we?
No. But it’s around this point that our first prototypes bring the designs to life. We collaborate closely through multiple rounds of revisions to ensure every detail is executed flawlessly… Typically, it takes two to three rounds of prototyping before we achieve that, “We nailed it!” moment.

Incredible. And with your permission, I’ll be sure to include some photos of the new products, because they just look extraordinary! How did you come to be in this industry, Jessica? What’s your background?
I have a bachelor’s degree in merchandising and have been leading design teams in different licensed categories since entering the industry. My career started in fashion, working with brands like Vera Wang and Betsey Johnson before taking my first step into the character-based licensing world. I’ve been both a licensee and a licensor, giving me a unique perspective on the industry.

What are some of the brands you’ve worked on?
I worked on storied brands like Power Rangers and Paul Frank at Saban Brands before moving to Hasbro… There I led Global Design and Development for the Consumer Products division across a diverse portfolio. From there, I became VP of Merchandising and Creative at Unique Vintage, where I oversaw everything from product roadmap development to marketing and brand-voice execution… That brings me to my current role at Loungefly!

I went from being a Licensor to Loungefly at Hasbro to now leading Design and Development for the premier fan backpack brand, setting the standard for fashion fandom and seamlessly blending style with accessories. I truly do have the privilege of leading a world-class team of designers and developers who are redefining fashion fandom.

And what’s Loungefly’s secret sauce, Jessica?
Our secret sauce is that we are fans ourselves! We use that deep personal connection to bring an unparalleled level of authenticity and attention to detail to everything we create. It’s what makes Loungefly more than just an accessories brand – it’s a gateway for fans to express their passions in a way that feels stylish, thoughtful, and true to who they are.

Fantastic answers, great products! Thank you Jessica.