When FCTRY Toys decided to launch action figures of two of 2020’s most polarizing public figures—Speaker Nancy Pelosi and Dr. Anthony Fauci—it wasn’t just about toys. It was about satire, cultural commentary, and capitalizing on the most chaotic political and public health moment in modern history. The Brooklyn-based design studio had already made waves with action figures of Bernie Sanders, AOC, and Barack Obama, but the stakes—and the headlines—were higher than ever.

From concept to Kickstarter launch, I led all public relations efforts during one of the most heated intersections of politics, pop culture, and the pandemic. The strategy was designed to strike a balance between FCTRY’s irreverent voice and the seriousness of the cultural moment—making it both irresistibly newsworthy and highly shareable.

The Political Playbook

Our PR and growth strategy centered on:

• Positioning the figures as both products and political statements—emphasizing their craftsmanship while leaning into FCTRY’s tongue-in-cheek “liberal bubble” branding.

• Targeting niche and mainstream media across politics, lifestyle, pop culture, consumer products, and design—ensuring coverage extended well beyond the toy aisle.

• Timing launches for maximum impact—rolling out Pelosi just before the 2020 election and Fauci at the height of the pandemic’s second wave, when their cultural relevance was at peak saturation.

• Driving Kickstarter virality by feeding exclusives to high-traffic outlets and leveraging the FCTRY community’s deep engagement to propel each campaign past funding goals within hours.

Making Headlines in a Heated News Cycle

Navigating the political landscape of 2020 meant anticipating and reacting to breaking news in real time. The Pelosi launch played directly into the election-year narrative, bolstered by her then-recent impeachment role. The Fauci figure rode the wave of public trust in science, with coverage that balanced humor and heroism. Both became more than collectibles—they became conversation pieces in the national discourse.

Press Highlights: The campaigns secured coverage in outlets including Fast Company, The Washington Post, NBC News, The Guardian, Vice, Rolling Stone, People, Forbes, Mashable, and Designboom—reaching millions of readers and cementing both figures as viral political merchandise.