After falling far behind the rest of industry, Blue Origin creates new stock option plan

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I’m sure some rich kids like opera. But I still think the social hierarchy on the playground is more determined by who wears the right t-shirts and listens to the right pop music than by familiarity with Puccini.

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We actually learn about new categories popping up there. The great thing about that is that it’s a real win-win for the partner. They basically get a clear market where we’re not really competing with them, we get a learning lab, and then we can apply the lessons from that learning lab, like the winners from it, to our distribution, our marketing, and licensing muscle outside of that core market. So that’s actually been pretty powerful for us. An example of one that we learned a lot from was My Little Pony. With My Little Pony, three years ago, maybe we made $5 or $10 million on it in 2024. I think our partner in China, Kayou, did more like $400 million of trading cards on My Little Pony, and they’ve parlayed that into a whole line of teen-oriented collectibles. And it’s kind of reinvented how we conceive of the brand and what the potential is of the brand, and we’re starting to execute against that outside of that core market, both with Kayou and ourselves. So that’s been pretty valuable for us.

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