The February Edit

In January, I attended PPAI Las Vegas, which is comparable to the Super Bowl or Olympics of the promotional products industry, but this year felt very different. What’s usually an ultra-competitive environment felt noticeably more elevated and collaborative.

This shift was much to my surprise as I was 23 weeks pregnant, navigating poorly ventilated casinos and  with constant sensory overload, but somehow, I was able to leave Vegas more inspired and optimistic about the future of our industry than ever. Maybe it’s because I’ve been lucky enough to build more authentic industry relationships through community, content, and showing up consistently,

It all kicked off at the CCX PJ’s and Prosecco party. Last year, we barely had a venue let alone a community. This year, we filled a penthouse suite at the W with industry friends in branded pajamas. Being surrounded by people who believe in elevating this industry and support what we’re building was surreal… and could rival the energy of a cult in the best possible way.

From there, the momentum continued with Education Day, where I had the chance to speak on a panel about encouraging more people to share their perspectives online. Seeing a room filled with the support of my CCX friends, TEAM SCG family, and new faces reinforced just how impactful these conversations can be. The rest of the week was spent bouncing between suite meetings and the show floor, having iconic conversations with industry leaders that are extremely interested in the noise our GIRLY energy is making and running into fellow MERCH GIRLYs. 

Hearing firsthand how much this work resonates with others is beyond fulfilling and fueled an energy in me that that far exceeded my expectations. I went in expecting a drain, but instead, left Vegas a fountain of renewed joie de vivre, a Fendi bag, and a wrist full of Hakkasan VIP bands that made me feel like my 2016 club rat self. All these encounters while growing life were like that of the Olympics, but it did also serve as a reminder that there is still so much fun to be had while playing the game that is this iconic industry. 

Tasteful Truth: The Superbowl Ads are more competitive than the game itself

By the time you read this, the Super Bowl will have already happened. A team will have won, and marketing GIRLYs everywhere will have dutifully pretended to care about the game through at least the first quarter, fueled by finger foods meant to soften the blow of a Sunday night, while what actually held our attention, though, were the commercials and the halftime show, because that’s where the real competition lives.

Super Bowl ads and brand placements have always felt more cutthroat than the game itself. Brands are dropping seven to eight figures on 30 seconds that must capture attention, land a message, and appeal to the widest possible audience possible... It’s a marketing tightrope, and the stakes are massive.

Unlike the teams, who’ve already won their divisions and conferences and secured a bonus of some sort by even making it to the Super Bowl, brands are entering a level playing field with no performance guarantee. One commercial can fly or flop and that outcome is make or break for someone’s career. When you see it through that lens, it becomes obvious: the fiercest competition isn’t happening on the field, but in the breaks between plays. And those are the moments worth studying most.

Merch Moment: Where is the Olympic Medal for Best Dressed? 

By the time the first Olympic torch was lit, the games had already begun not by placing bets on medal counts, but on which country understood the assignment when it came to the opening ceremony fits and collabs. Because somewhere along the way, the Olympics quietly became just as much about fashion as it is about sport, and frankly, it’s time someone acknowledged that with a podium of its own. Where is the Olympic medal for Best Dressed? Because the way some of these countries are serving looks it is undeniably  a competition.

What used to be a standard-issue uniform moment has evolved into a full-blown global fashion show. Viewers aren’t just tuning in to see world-class athletes; they’re watching to clock which designer each country partnered with, how cultural references were woven into the silhouettes, and whether the look leans more “heritage pride” or “high-fashion risk.” It’s a delicate balance wearable enough to unify a team, but bold enough to stand out on a world stage… and when it’s done right, it’s unforgettable.

From a consumer and marketing perspective, this is where it gets even more interesting. These collaborations don’t live and die on the Olympic stage; they extend well beyond it. The designs spark conversation, dominate social feeds, and, in many cases, make their way directly into consumers’ closets. Limited drops, capsule collections, and inspired retail lines allow fans to buy into the moment by quite literally turning national pride into something a consumable product that can be purchased online.

So while athletes are chasing gold on the field, brands and designers are quietly competing in a parallel event of their own. One measured in cultural relevance, social buzz, and D2C sales. And if the Olympics are truly about celebrating excellence on a global stage, it might be time to recognize that similarly to the Super Bowl the fiercest competition isn’t just happening in the arenas... it’s happening in the outfits.

Trend Watch: Bag Charms 

As we round out the first month of the year, I’m calling that bag charms will be the merch moment of the year. Some might call it a recession indicator, but I call it the new “It GIRLY” accessory, one that lets you zhuzh up a bag you already love without committing to a whole new purchase. In an era where mindful spending is deemed cool, bag charms feel like the perfect workaround that delivers customization, personality, and novelty without the price tag of a new bag.

We must give credit where it is due by stating the Labubus walked so this trend could run. What began as a niche collectible moment has opened the floodgates, which has brands across the spectrum entering the chat with playful characters, recognizable motifs, and quite the range of price points. 

My own collection reflects exactly why this category works. It includes my OG Labubu (still dressed in a MERCH GIRLY shirt), a Prada bear I bought in Vegas for $800 (a story for another day), and a limited-edition MERCH GIRLY bag charm I partnered with BCG to create, which will be dropping soon ;)

Where bag charm pitches tend to miss is assuming this is just a recycled merch play. And please hear me when I say, and please read it in Moira Rose’s voice, “a plush on a keychain does not a bag charm make”. The distinction is critical… Successful bag charms require a clip mechanism that allows easy attachment to zippers, straps, or handles a practical functionality that supports true customization rather than novelty.

With all of this in mind, bag charms aren’t just an accessory trend for the GIRLYS, but they are shaping up to be THE merch masterpiece of 2026 that everyone can get in on. Low commitment, high personality, and culturally right on time.

Mantra: I will find ways to simplify

Since we are in such high demand, our workload will continue to grow. Because of this we must choose to be more intentional about where our energy actually belongs. Between AI tools and capable teammates, we don’t need to spread ourselves so thin and do everything on our own. The immediate fear is that it won’t be done to the best of our abilities… and to be honest, some of it won’t. But this is where instead of chasing ROI, we need to start prioritizing ROE (return on energy). This mindset allows us to focus on the work that gives us the strongest returns with consideration to both the bottom line and our mental health. The rest can be simplified through delegation, systems, or outsourcing. Period!!! 

XX, 

MERCH GIRLY