Exclusive Q&A with Squaroes by Ultimate Guard
By Kayla Zinn •
We worked with Ultimate Guard to answer your questions about Squaroes in this exclusive Q&A.
Index
How It All Started
Characters & Collaborations
What Sellers Should Know
Looking Ahead
List Your Inventory
How It All Started
Where did the original idea for Squaroes come from?
For Ultimate Guard, accessories have always been more than just tools, they’re part of the player’s whole experience. We strive to build deeper emotional connections by bringing our products to life through bold patterns, beautiful prints, and packaging that tells a story. As we looked for the next way to raise that bar, we realized that people connect most strongly with characters. They dress as them, play as them, and gather around the fandoms they love. That inspired us to imagine our beloved Boulders as fan-favorite characters, bringing them to the table in a way that feels not just playful, but deeply personal. It also opened up the opportunity to be a bit louder, and more playful, ultimately shaping a new brand with its own distinct identity: Squaroes.
What made Ultimate Guard want to combine collectible characters with functional deck storage?
The idea came from seeing how naturally collectible characters fit into a product that TCG players already use every day. Since collecting is such a core part of TCG culture, combining favorite characters with functional deck storage felt like a natural evolution. Squaroes gave us a way to bring together collectability, self-expression, and deck protection in a single product.
How has Squaroes evolved since it first launched?
Squaroes has evolved in several different ways since launch. One of our goals from the beginning was to create something that could appeal to as many fandoms as possible, and over the years we've been able to build a portfolio that spans fantasy, anime, sci-fi, gaming, cartoons, and more. Whether you're a fan of The Lord of the Rings, Attack on Titan, Jujutsu Kaisen, SpongeBob SquarePants, or South Park, we've worked to make sure there's something that resonates with a wide range of collectors and players.
We've also become more adventurous with character selection and release formats. Alongside major fan-favorite characters, we've experimented with smaller collections, one-off releases, and deep-cut characters that often get a "wow, that's awesome" or "that's hilarious" reaction from fans. Characters like DoodleBob from SpongeBob SquarePants or Santa Claus and Jesus from South Park are great examples of products that connect with fans in a fun and unexpected way.
On the design side, Squaroes has evolved beyond the original format as well. While many releases still feature the character's head on the upper half of the box and body on the lower half, we've adapted the design when it better suits the character. The Titans from Attack on Titan, for example, work much better as a full-head design, giving us more flexibility to capture what makes each character instantly recognizable. At the end of the day, the goal remains the same: creating deck boxes that not only protect your cards, but also celebrate the fandoms players are passionate about.
What goes into transforming a well-known character into a Squaroe?
Transforming a well-known character into a Squaroe starts with finding characters that are instantly recognizable and naturally lend themselves to the format. We look for strong visual identities, memorable personalities, and characters that create an immediate connection with fans. Brands like South Park and SpongeBob SquarePants are great examples, but we've also found success bringing that same sense of fun and character into franchises like The Lord of the Rings, My Little Pony, and anime series such as Attack on Titan.
From there, the challenge is capturing the essence of that character within the unique Boulder/SQUAROES form factor while keeping it unmistakably recognizable. Ultimately, our goal is simple: when a fan picks up a Squaroe, we want them to instantly recognize the character and smile. That's a reaction we see a lot at events, and it's what we're always striving for with each new release.
What does the development process look like from choosing a character to releasing the finished product?
The process begins with selecting the right characters for a collection. While the main characters are often straightforward choices, it's the secondary characters that require more discussion. We look for characters that are deeply tied to the story and that fans will truly connect with. Franchises like Teenage Mutant Ninja Turtles, South Park, and Avatar: The Last Airbender revolve around tight-knit groups of characters, so the core lineup tends to fall into place naturally. Beyond that, we focus on characters that are strongly linked to the narrative or moments we want to highlight.
Once we've identified the characters, our creative team focuses on capturing the emotions, personalities, and visual traits that fans associate with them. For some IPs, those expressions are so iconic that the direction is immediately clear. We then develop initial concepts and present them to the licensor.
From there, we work closely with licensors to ensure every design remains authentic to the source material. Sometimes that means refining concepts or revisiting ideas based on feedback. In one instance, a licensor even rejected our first approach to a character's expression, requiring us to rethink the design. While those moments can be challenging, they ultimately help ensure the final product stays true to the character fans know and love.
Once the artwork is approved, the collection moves into production, packaging, and ultimately release. Throughout the process, our goal remains the same: creating a Squaroes collection that feels authentic, instantly recognizable, and exciting for fans of that property.
Characters & Collaborations
How do you decide which franchises are a good fit for Squaroes?
We’re constantly exploring new licensing opportunities, but for Squaroes, the biggest factor is whether a franchise resonates with players and collectors. We look for iconic characters with strong visual identities that fans instantly recognize, and nostalgia often plays a significant role in that. Many of our most popular releases have come from franchises that tabletop and TCG players already have a strong connection to. Whether it’s a favorite fantasy world, a beloved animated series, or a hit anime, our goal is to create Squaroes that let players express the fandoms they love while protecting the decks they play with. At the end of the day, if a character can make someone stop, smile, and say, “I need that deck box,” it's probably a great fit for Squaroes.
Once you’ve selected a franchise, how do you choose which characters to make into a collection?
We typically start with the most recognizable characters, the ones fans instantly associate with the franchise. Those are often the easiest choices because they're the characters that evoke the strongest sense of nostalgia and connection. When it comes to follow-up waves, themed releases, or chase characters, the process becomes much more exploratory. Our creative team dives deep into the franchise's lore, artwork, and fan-favorite moments to identify characters that fans will be excited to use, as well as those that are strongly linked to the narrative we want to highlight.
At the same time, we try to stay conscious of the broader fan zeitgeist. Sometimes that means looking beyond the obvious choices and leaning into characters, moments, or memes that have taken on a life of their own within the community. Those deeper cuts are often the ones that make fans stop in their tracks, laugh, and say, "I can't believe they made that character." Characters like our Internet Sensation Squaroe from MTG: Secret Lair x SpongeBob SquarePants and Mr. Hankey, the Christmas Poo from South Park, are great examples. While they might not always be the first characters people think of, they're often among the most memorable because they tap into shared fan experiences and inside jokes that have endured for years.
How closely do you work with licensors when developing each collection?
The level of collaboration varies by franchise, but it's always a partnership. Some collections come together relatively quickly, while others involve a deep creative exchange between our team and the licensor. Magic: The Gathering is a great example, where we often work closely together on character selection, artwork, and overall presentation. The shared goal is always the same: creating a Squaroe that feels authentic to the franchise and instantly recognizable to fans.
Are there plans to do more than just characters as Squaroes? For example, incorporating every side of the Squaroes with fan favorite characters in action poses.
It’s a fun idea, but the core vision won't be shifting in that direction. SQUAROES is staying true to its character-focused roots. The entire line is designed around that distinct, highly "squared" 3D character aesthetic. The team is always playing around with different ideas behind the scenes, but the blocky, iconic character faces aren't going anywhere anytime soon!
Most Squaroes have a release with a 'Collector Case' that has art of an item or landscape. Are you considering this kind of art on the boulder series?
Absolutely. In fact, that's something we've already been exploring. While our RTE Boulder under the Squaroes brand focuses on iconic character-driven designs, our Ultimate Guard Boulder line gives us another way to showcase broader artistic themes, including landscapes, fantasy worlds, and original artwork.
Recent examples include our 2025 Artist Edition RTE (Return to Earth) Boulder, In Icy Bloom, which features a blossoming tree set against an icy wasteland, as well as the 2024 Dominik Mayer "Crowned with Fire" Duo Boulders, depicting knights on a fiery battlefield. More recently, we've also released our 2025 Floral and Coral watercolor-inspired Boulder designs.
We love celebrating both licensed characters and original artwork, and we don't see those approaches as mutually exclusive. Bringing unique artistic designs to Boulder products remains an important part of what we do, and fans can certainly expect to see more of that in the future.
For anyone interested in keeping up with new releases, we encourage fans and retailers to follow us on social media or subscribe to our consumer and retailer newsletters for the latest announcements.
Is there a Squaroe the team considers a favorite or that has an interesting story behind it?
For the most interesting story, the design team points directly to the Attack on Titan (AoT) release, which marked the debut of the "Head SQUAROES." The team faced a unique creative challenge: how to translate the extreme size differences of the characters in the anime into a line of collectibles that all share the exact same physical dimensions. For those unfamiliar with Attack on Titan, the lore centers on humanity hiding behind massive walls from towering, human-eating Titans. Because storytelling is a core pillar of the SQUAROES brand, the team used this unique challenge as an opportunity to innovate the product's design, focusing entirely on the characters' heads with no bodies visible, to creatively reflect that iconic scale difference. Furthermore, the Titan's mouth opens right at the physical seam of the Squaroe deck box, meaning that when a player opens their Squaroe, they are quite literally opening the gaping mouth of the Titan itself.
Have any characters been particularly challenging, or especially fun, to translate into the Squaroes format?
Attack on Titan is probably one of the best examples of a character that was both challenging and fun to translate into the Squaroes format. While selecting characters is one part of the process, we also spend a lot of time thinking about how to preserve what makes those characters instantly recognizable within the form factor of the Squaroes design. In this case, the Titans' massive scale is central to their identity, but every Squaroe shares the same dimensions. That challenge inspired the creation of the "Head Squaroes" concept, where the characters are represented entirely through their heads, with the Titan's mouth even incorporated into the opening mechanism of the deck box itself. It turned a design challenge into a creative opportunity and remains one of the more memorable solutions the team has developed.
What Sellers Should Know
What makes Squaroes a unique product for stores to carry?
The #1 thing is:
- The Collectible Series Design Model: The boxes aren't serialized, but the designs are (e.g., SB001 – SpongeBob SquarePants)
- Never Reprinted: Once a wave sells out, that exact art is gone forever. Future drops of that character will have completely new art and a new number (e.g., SB009 – SpongeBob Fry Cook).
What types of customers have you seen gravitate towards Squaroes?
Anyone who is a die-hard fan of the franchise is instantly drawn to them. When someone sees their favorite characters on the box, there’s an immediate emotional connection.
We usually see two types of buyers:
First are the pure collectors, people who might not even play a TCG, but buy a few Squaroes just to display on a shelf because they look cool.
Then you have the active players who love matching their deck's theme to their accessories for that perfect visual style.
For sellers, it's a great cross-selling opportunity and provides their shop with a unique item. They aren't just taking up shelf space; they’re that perfect "add-on" item. When a player is already grabbing cards, tossing a matching Squaroe into their basket is the ultimate impulse buy.
How can I introduce Squaroes into my store? Are there merchandising or display strategies that work particularly well?
We highly recommend showcasing them as a complete series rather than just putting out one or two. Setting up the full lineup right next to its matching franchise or the latest TCG sets creates a massive visual impact. To make it easy, we provide displays, headers, Squaroes bags, to help you build an eye-catching section in your shop; and we have more marketing resources planned. If you have an idea for a display piece you’d love to see, we want to hear it! Contact us through our customer portal and let us know. You can also contact your preferred distributor to order. View our distributors online.
Are there opportunities to become a creator/affiliate promoting or reviewing products? If so, what is the process?
Yes, absolutely! We are always looking to team up with passionate creators. If you love reviewing or promoting gaming accessories, we want to see what you do. The process is simple: head over to our customer portal and send us a message. Make sure to include links to your social media or content channels, along with the best way for us to get ahold of you. Our sponsoring team reviews every submission, and if our current projects and initiatives align with your content, a team member will reach out to chat about working together!
Looking Ahead
What have you learned from the Squaroes releases so far that is shaping future collections?
One of the biggest things we've learned is how much fans appreciate seeing characters and franchises they already have a strong connection with. Whether it's a beloved fantasy world, an iconic anime, or a nostalgic favorite, those releases tend to generate the most excitement among both players and fans. That response continues to shape how we think about future Squaroes collections, with a focus on bringing memorable characters and fan-favorite worlds to life in a way that feels authentic to the communities that love them.
Are there new ways you’d like to expand or evolve the Squaroes concept?
We're always experimenting behind the scenes. One of the things we love about the Squaroes brand is that it gives us room to be creative and explore new materials, finishes, and collector experiences.
Recently, with our RTE Boulder Thrór's Map, we introduced a glow-in-the-dark rune effect for our Hobbit collection, and we're excited to bring that same spirit of innovation into future Squaroes releases in fun, and unexpected ways.
Beyond that, you'll continue to see us expand across pop culture, gaming, and other forms of entertainment, while also looking for those deep-cut characters and fan-favorite selections that passionate fans of each franchise will appreciate.
Will you consider printing more Collector Cases in the future when there are popular releases?
Yes, and we've already done so with several releases. While individual Squaroes are never reprinted once they sell out, we have reissued the larger Collector Case storage boxes when demand justified it. For example, we brought back the 2024 TMNT "Turtle Van" Collector Case, and because we have continued to expand our South Park Squaroes series, now on its fourth wave, we also reissued the 2024 "School Bus" Collector Case earlier this year.
The important distinction is that Squaroes boulders are never re-printed, whereas the Collector Cases may return in response to strong demand or continued expansion of a franchise within the Squaroes line.
Will you consider making more live-action/real person Squaroes in the future?
Yes, absolutely. Our Netflix One Piece Squaroes demonstrated that live-action properties can work within the Squaroes format. While every franchise is evaluated on its own merits, we're always open to opportunities that feature passionate fan communities, and designs that translate well to the product. In fact, fans will continue to see us explore that space, with our upcoming Stranger Things Squaroes series arriving this October.
At the end of the day, great characters are great characters. What matters most is finding characters and franchises that are memorable, resonate with fans, and translate naturally into the Squaroes format. If players are excited to put that character on the table alongside their favorite deck, we're interested in exploring it.
What franchise or characters are you considering for future releases?
While we're not ready to announce anything just yet, we're always looking at characters that have stood the test of time and continue to resonate with fans. That includes a few very recognizable four-legged personalities from across pop culture.
Bonus: What’s your favorite Squaroes and why? My favorite is the Eye of Sauron from The Lord of the Rings collection.
It's hard for us to pick just one favorite because our team is made up of fans of many of the franchises we partner with. That passion is one of the things that makes working on Squaroes so much fun, and you'll often get a different answer depending on who you ask. One standout for us is DoodleBob from SpongeBob SquarePants Wave I. The character's hand-drawn appearance from one of the show's classic episodes translated perfectly into the Squaroes format, resulting in a truly unique Squaroe. Another team favorite is the Balrog from The Lord of the Rings collection. It's an iconic character that immediately stands out, but it's also a great example of how Squaroes can adapt its design to fit the source material. Unlike our traditional format, where the character's head occupies the top half of the deck box and the body the bottom half, the Balrog is essentially one giant head, allowing its massive horns, fiery features, and imposing silhouette to take center stage. At the same time, we also have plenty of Star Trek fans on the team, and Captain James T. Kirk is another favorite, especially as we look ahead to the new Star Trek Squaroes releasing in October.
List Your Inventory
You can order these Squaroes from the following distribution partners: