FundsUp spoke with Sander Verhorik and Frans van Dijk of Creatorz, an innovative brand with a sustainable heart that is well on its way to transforming the collectors’ market.
With a background in licensing and sustainable product development, the company has created a unique concept: eco-friendly 3D figures made from recycled cardboard, supported by a digital community and app. This hybrid model combines physical sustainability with a modern digital strategy, aimed at building a loyalty network among fans of major sports clubs. In this interview, they share insights about their innovative concept, challenges, and plans for the future.
A Dutch version of this article can be read on the website of our partner: Emerce.
What makes your company unique?
“Of course! We have a unique sustainable concept in a market that traditionally pays little attention to sustainability. Our product is designed to be both fun to collect and eco-friendly. It’s made from recycled cardboard, using eco-friendly glue and ink. Everything about the product is designed with sustainability in mind, and it’s also locally produced in the Netherlands.
We’re focused on the collectibles market, which is huge and still growing. What sets us apart is that we’re the first to truly focus on sustainability in this sector. The big players in the collectibles market have massive market shares, but their products are made from unsustainable plastic and are difficult to adapt due to their existing business models. That gave us a unique opportunity to enter the market first with an eco-friendly brand with global ambitions.”
You’ve already had a soft launch. How did it go?
“We soft-launched during the European Championship with the Dutch national team. It might have been a bit early because our organization wasn’t fully ready yet. But it provided us with valuable insights and helped us create a blueprint for the future. We’ve since built a lot of traction and are now in talks with major European football clubs and national associations.
We want to collaborate with top clubs, including in the Premier League. Our model is similar to that of well-known trading cards – every year, we release new series of collectibles based on updated team lineups and kits. In the first half of 2025, we’ll expand this with a digital platform and app, allowing us to build and further engage a community.”
Is it purely a physical product, or is there a digital component too?
“It’s a combination of both – a so-called hybrid approach. We offer physical 3D collectibles made from layers of cardboard that you assemble yourself using eco-friendly glue. This gives a creative and personal touch, a kind of ‘LEGO effect,’ making fans even prouder of their pieces.
Additionally, each physical figurine unlocks a digital twin via our app. This digital component enhances engagement and allows us to build a ‘Phygital’ community.”
Where did the idea come from? Do you have experience in this sector?
“We have a background in licensing and developing unique, sustainable concepts, particularly around seasonal products. But during the pandemic, we noticed that sports are far less dependent on external factors than films or series, for example. Fans remain loyal, no matter the time or circumstances.
We also saw an opportunity in the collectibles market, where sustainability is still lacking. Our goal was to create something as cool and desirable as the plastic figurines from major players, but fully eco-friendly and locally produced.”
What are your funding plans?
“We’re currently seeking €1.5 to €2 million in funding to further develop our concept. This investment will go toward strengthening our organization, securing licensing deals with major football clubs, and further developing our product and digital platform.
Additionally, we’ll use the funding to increase brand awareness for Creatorz, create original content, and expand international sales and distribution. We’re starting with football as our focus, using it as a blueprint for other popular sports like basketball, American football, Formula 1, and cricket. With these licenses, we’re not just building value but also securing our position in the market.”
How do you deal with copycats?
“Copycats are inevitable when you’re successful. We see it as a compliment. We’re pioneers and the go-to consumer brand in our sector. With sufficient funding and a strong runway, we’re ready to move full steam ahead. Over the past two years, we’ve invested in R&D, testing, and go-to-market experience. Our techniques and network give us a unique position – they’re not easily accessible elsewhere and help us stand out.
Our strength lies in the combination of production techniques, proprietary designs with copyright protection, exclusive licenses, and our network. This safeguards and strengthens our market position. That’s why we focus on our strategy and don’t worry too much about others. We know what we want to achieve with Creatorz and are looking for partners who share our vision.
The billion-dollar industries of companies like Panini, Topps, Pop Mart, and Funko show how big the potential is. We’re determined to secure our position and stay on course.”
Finally, do you have any tips for other entrepreneurs?
“Stay focused and persistent, and you’ll achieve your goals. We’ve also built a massive network in the sports world. We’re really at the intersection of physical and digital, of sports-tech, with the development of our brand. But indeed, focus is key. Make sure to excel in your area, build it up, and then look further.”
More information for investors about Creatorz can be found here.