Throughout the last few years, Loungefly’s impact on pop culture has grown exponentially larger and larger. The brand, created in 1998, has evolved into a leading voice in creating officially licensed products from some of the biggest companies, such as Disney, Universal, Strawberry Shortcake and so many important pop culture icons throughout these past few years. During Loungefly’s almost 30 years of being in the industry, the brand has been the talk of conventions such as SDCC, NYCC, and now: SXSW.
Making their SXSW debut, I got the opportunity to attend Loungefly’s exclusive press event and attend their first booth ever at the Austin Convention Center. In celebration of Loungefly’s SXSW debut, the company released three brand new collections at the festival, catering towards all fans with collaborations with some of your favorite franchises.
In honor of 30 years of Jurassic Park, fans can eagerly expect a new Jurassic Park anniversary collection from Loungefly in the upcoming months. A mini backpack, wallet and crossbody premiered at the show, and proved to be a success with the iconic brand.
Now, if you’re like me, you also grew up watching Strawberry Shortcake. My inner 2000s child was so excited to get the opportunity to see the Strawberry Shortcake collection being debuted at SXSW. By using Strawberry Shortcake’s beloved home, Loungefly’s collection is for sure going to bring a smile to your faces with their exclusive Strawberry Shortcake backpacks, crossbody and wallet.
As I attended the Loungefly press event, I discovered a new toy that I had never heard of: Popples. Yes, this led to my parents explaining their excitement and joy for this toy that I had never heard of, elaborating that Popples were a brand in the 80s. A bright blue bear backpack greeted me as I walked up to the stairs of the party, with pink curls that illuminated throughout the room. It’s clear that Loungefly loves to cater towards all audiences, especially 80s kids who want to have a throwback moment. Also, yes, I did touch the backpack and it was soft like a bear.
Loungefly’s appearance at SXSW was a success. The crowd of journalists and influences scattered towards the backpacks and held them up with excitement. Some already had brought their own personal Loungefly backpacks, showcasing their love for the brand. There were so many different generations that felt a comfort towards the backpacks and products, giving them flashbacks to their childhood and trying on products that their inner child would’ve dreamed of having. I loved Loungefly’s approach to their booth and party, and their collaboration with SXSW. I, like many others, hope that we can see Loungefly and SXSW together again, bridging the worlds of past and present together.
