One of the biggest lessons from Year 1 of running Izzi's Gym: Never bring in an IP halfway.

One of the biggest lessons from Year 1 of running Izzi's Gym: Never bring in an IP halfway. If we add My Little Pony cards, we add the blind boxes. The plush. The accessories. Everything that lets a fan live inside the world they already love. Kids (and adults) don't experience their favorite IPs as one product category. They experience them as a universe. Our job as a specialty retailer is to build the shelf that matches the way they actually feel about the thing. That's the difference between a store that sells product and a store that becomes a destination.