FROM unique figurines from your favourite show to a simple pair of shoes worn by your favourite character, the little things can make a big difference. Mischief Merch was developed to recapture the nostalgia that “the simple things” can evoke, with a variety of colourful and captivating products. One of Guyana’s few businesses entering the new age of anime culture, now making its way to the Caribbean, Mischief Merch aims to develop a safe space for those who still love the mystery and artistry of anime.

Affordable pop culture merch for everyone
Launched in October 2023 at the Fumacon anime convention, Mischief Merch is the brainchild of 30-year-old entrepreneur and facility director, Matthew Humphrey and his family. Matthew’s love for anime, art, and pop culture ignited a passion to share these treasures and the joy they bring with Guyanese. In talking to Pepperpot Magazine, Matthew shared, “What if the general population that enjoys these things can’t afford them?” He further added, “I want to give people the opportunity to enjoy them, you know. Parents don’t feel that pressure to say, ‘My kid wants this, but I can’t get it. It’s too expensive.’”

From the start, Mischief Merch set out to break the barrier of expensive anime merchandise. Coming from humble beginnings himself, Matthew wants to give children and adults alike the chance to enjoy their favourite shows and films. In an age where owning a piece of one’s favourite series often feels like a luxury, Mischief Merch offers a variety of products, from figurines to plushies, that fans can actually afford. Matthew’s goal is simple: make anime culture accessible to all.

As Matthew shares, “It’s not just about the characters; it’s about the artistry.” He further added, “People are drawn to how these artists create these figurines, the attention to detail. You see a figurine shaped to reflect a moment from the show, like even things like a fight scene.”

The growing anime community in Guyana
Matthew has witnessed firsthand how quickly the anime community in Guyana has grown. “It attracts so many people, like in the hundreds,” he says, describing the excitement around events like Fumacon and Berbice Anime Expo. “You would see that they invest a lot into these kinds of events just to get people more aware of it. People are just fascinated by those cultures.”

The rising interest in anime and pop culture in Guyana has proven that there is a demand for affordable, high-quality merchandise. People of all ages are embracing the fandom, drawn not only to the products but to the sense of belonging. Even though the anime scene is growing, Matthew acknowledges the challenges faced by some fans, especially those from older generations who may not understand the appeal of anime. He recalls comments like, “Why are we adopting another culture that’s not our own? This is a waste of time.” But he adds that these attitudes are slowly changing. “Once people see the creativity and artistry behind it, they get it,” Matthew says.

Building the brand
Like many small businesses, Mischief Merch has faced its fair share of hurdles. Matthew reflects on the difficulties of managing logistics, designing products, and, perhaps most challenging of all, securing the funds to get started. “Financial is one of the biggest challenges. I had to do multiple jobs to get the money to do it,” he said. While Matthew kept his day job, he also took on side jobs, including construction, to help fund his dream. He invested everything he had into Mischief Merch and, with the support of his team, has seen the business launch and grow.

Despite these struggles, the business has been steadily growing. Mischief Merch started as an online platform, but with the demand for a physical presence, Matthew has recently secured the business’s new permanent location in the Massy Store in Guyana at Providence. “We’re constantly searching for new, exciting ways to delight you, surprise you, and remind you why being a part of these fandoms is so special,” Matthew shares.

Looking ahead, Matthew is excited about the future of Mischief Merch. The brand isn’t just about selling figurines and anime products—it’s about connecting with the community and expanding into new areas. “We’re getting into gaming. We’re getting into personalised stuff that you specifically are looking for,” he says. The next step for Mischief Merch is branching into family games and digital platforms, where they plan to offer even more interactive experiences for fans. Matthew is determined to grow the brand into something larger, where the focus isn’t just on selling products but on building a community of people who share a common love for anime and pop culture.

A community of fans
What truly sets Mischief Merch apart is the strong sense of community it fosters. “We as business owners can actually interact with all our customers and share an experience with them,” Matthew explains. Although still in its early stages, Mischief Merch is more than a small business; it may be the go-to place to find something for the anime lover in your life this holiday season.