NFTs, Merch, and Licensing: How to Make Your Character the Next Big Thing [TBS 40]

Nov 18, 2025

Meet Chanel Lee, founder of Tasty Toasty, who transformed her digital characters into a thriving merch empire using NFTs, and Wang Shijia, creator of Ang Ku Kueh Girl, a pioneer in local character licensing. They explore what makes characters unforgettable, the balance of creativity and business, and their journeys through merchandising and licensing. Enjoy insights on storytelling, navigating international markets, and the future of physical products as they share strategies for turning characters into global sensations.

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ANECDOTE

NFT Launch Became A Market Test

Chanel launched Tasty Toasty as an NFT project to test audience resonance before making physical products.
She sold the collection but lost much revenue when holding proceeds in crypto, then rebuilt the business with normal revenue streams.

INSIGHT

Digital Stickers Multiplied Brand Reach

Going digital with viral WhatsApp stickers raised Uncle Kuei Girl's awareness faster than physical retail.
That visibility made licensing opportunities come to them instead of cold‑calling partners.

ADVICE

Always Charge Something For Creative Work

Charge something rather than do free work; set a price you’re willing to accept and improve it over time.
Do pro bono work selectively for causes you believe in, but avoid making free work a habit.

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What makes a character truly unforgettable? How do you take your favourite designs and turn them into an iconic brand that resonates globally?

In this episode, we're diving deep into the world of merchandising, licensing, and the evolving journey of character-based businesses.

Meet:

- Wang Shijia, founder of the beloved Singaporean brand Ang Ku Kueh Girl, a true pioneer in bringing local culture to the global stage.

- Chanel Lee, founder of Tasty Toastys, who has transformed her digital characters into a merchandise empire, combining NFTs with physical products for a new-age spin on branding.

What we’ll cover:

- The secrets behind turning a quirky character into a cultural icon.

- The challenges of balancing creativity and business while maintaining authenticity.

- How both of our guests navigated the world of licensing, marketing, and international expansion—and how you can, too.

- Plus, we’ll touch on the role of NFTs, the future of physical merchandising, and the unexpected successes of viral moments.

Ready to hear how two entrepreneurs cracked the code for turning characters into global phenomena?

Tune in and get inspired for your own journey into the world of character merchandising.

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