This blog post is one of my favorite kinds of success stories, because it really gets to the heart of what we do here at ECRM – making connections that matter. And those connections are not just between brands and buyers that lead to success (though that did happen here, and in a BIG way), but also between brands and service providers that can help them (and that also happens in this story). It’s also a success story of the service provider, who did a kick-ass job for the brand. 

We’re going to discuss all of these here. But first, let’s learn a bit about the brand that is the main focus of this blog post. 

Wayne Global specializes in creating unique value packs for collectible cards that include Pokémon, Yu-Gi-Oh!, and Magic: The Gathering. By sourcing cards globally and repackaging them into curated products, they bring these cards to collectors who might otherwise never have access to them.

The brand has already seen success from ECRM’s 2025 Toy & Learning Session, landing deals with Staples, Variety Wholesalers and ICM Distributors, as well as winning the Buyers Choice Award. 

This year, it added another win from that 2025 Session. A big one. We’re talking $2.6 million across three purchase orders with Dollar Tree. And instrumental to that deal was the development of sleek new countertop displays that brilliantly showcase the products and include callouts that will grab the attention of any collector.

The Need for Structural Display Packaging

Initially, Wayne Global supplied loose packs in simple brown cartons, giving retailers few merchandising options. “We were just selling the original packs, but loose inside of the brown cartons, sending them over to the retailers," says Wayne Global owner Eric Mills. "But that had limitations because retailers could only put them on a peg or throw them in a bin. We didn't have a countertop display so that retailers can rip it and ship it and put it wherever they need to go.”

He explored some packaging suppliers overseas, but they couldn’t figure out the right design and structural elements. When Eric mentioned this to me, I knew just who to connect him with: Emily Page of Pearl Resourcing.

Pearl Resourcing is a branding and packaging design agency that works with many of the brands who participate in ECRM Sessions, offering services ranging from product development and packaging design as well as help with supply chain issues. Emily also coaches startup brands through her company Start to Sold. (Click here to check out my recent interview with Emily in the RangeMe blog post, From Pitch to Shelf: How to Scale Your Supply Chain After Your First Big Retail Win.

Partnering with Pearl Resourcing for a Game-Changing Design

Mills is a big believer in hiring expertise and then staying out of the expert’s way. So after he had the initial meetings with Page and provided her with the key details and call outs and then letting her run with it. 

“When Eric came to me, he had an incredible product, a ton of sales interest but some tangible objections related to packaging that were obstacles to closing a sale,” says Page. 

Page started with the structural side of the display packaging – what material and shape would work best, and then developed its visual presentation with the branding, artwork and messaging based on Mills’ input. “Speed was important so he could get back to his hot leads with solutions,” says Page. “But it also had to be done right.”

The collaboration with Pearl Resourcing completely transformed Wayne Global's product presentation with a comprehensive countertop PDQ system that allows retailers to seamlessly integrate the products onto their shelves.

"It’s been a game changer,” says Mills. “It looks beautiful. It hits the head of what the customers need, what they’re looking for. It gives the feel of Pokemon without having to basically imitate Pokemon. I was blown away, and this was after one try!”

The new 10-count and 30-count display boxes not only look appealing but are designed with specific call-outs tailored to trading card collectors. These call-outs include phrases like "Guaranteed Holo, Rare or Better" and "Possible Chase Card," which instantly communicate value to enthusiasts who are hunting for valuable and rare additions to their collections. “Chase cards are the more valuable cards that everyone is after,” says Mills. “I’ve seen tons of Charzards, and tons of cards that are in the $50 to $80 range. If we get them, the customer gets them; we don’t pull any of them out.”

Securing a $2.6 Million Deal with Dollar Tree

This new packaging directly contributed to Wayne Global's recent success in securing a massive deal with Dollar Tree. After their initial meeting at that 2025 Toy & Learning Session, negotiations picked up momentum when Dollar Tree expressed a specific need for PDQ countertop displays. The presentation of the new 10-count display boxes, designed by Pearl Resourcing, was precisely what the retailer was looking for.

"They loved it," Mills shared. "And then they ordered three giant POs of $2.6 million for the rest of this year.”

(Side note - when Eric told me about the deal closing and the product set to hit the shelves soon, he was surprised when I told him that was quick for a retailer that size. Because his other wins resulted in products on the shelves within months of his ECRM meeting, he assumed that was the norm. But time frames for larger retailers can take 12 to 18 months from first ECRM meeting to the shelf, an important fact for emerging brands to know).

Future Expansion in the Collectibles Segment

Wayne Global shows no signs of slowing down. The company is actively working with Page on expanding the display options for its other trading card games like Magic: The Gathering and Yu-Gi-Oh!, with plans to enter the sports card market and introduce new properties like Disney's trading card game.

"We're just trying to get every single opportunity because of how hot the trading card community is right now," Mills noted. “Our goal is to soon become the No. 1 distributor in this market.”

Watch the full video interview with Eric below!