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Power Up Factory was founded in 2012, primarily to create video gaming Collectors Editions. The Power Up Factory team, individually and collectively, has been in the licensed merchandise business since the mid 1990's. As of 2016, we've begun adding licensed merchandise, kicking off with the Gears of War 4 Mini Busts series.


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Mike Horn - President & CEO

Mike literally grew up in the collectibles business. In the 1970’s his older brother and father were on the front end of the comic book convention wave. Throughout the 1980’s he went to these weekend conventions all over the country. As a teenager, he ran the family comic book store. After college, his first job was as a buyer for Diamond Comic Distributors, the world’s largest wholesaler of comic books and supplier to thousands of comics and hobby shops. His job was to line up and buy trading cards (initially) and later all licensed merchandise. 

In 1994, he left Diamond to form his first company, Palisades Marketing. Originally a marketing consulting agency, he evolved it over time to become a leading manufacturer of licensed collectibles. By 2005, he had grown it to nearly $7 Million in annual revenue with 20 full time employees. During this run, Palisades held dozens of licenses across all kinds of pop culture properties, specializing inaction figures and statues, but expanding to all sorts of collectibles. In 2002, Palisades acquired a prop replica company, Factory X, and added authentic replicas to the product mix. It was during this run that Palisades pioneered the Convention Exclusive product concept. Until Palisades, nobody sold exclusive action figures at shows. Eventually, the Direct to Consumer aspect accounted for 20% of Palisades’ revenue. He sold the company in 2006.

After Palisades, Mike formed another licensed merchandise company, SwagDog. Its purpose was to create licensed on demand apparel (utilizing digital print technology). SwagDog had numerous licenses, mostly with video games; its most prominent deal was with Blizzard for World of Warcraft customized shirts. The licensing business was partially sold to Mad Catz in 2011 in an aqui-hire deal for Mike. 

In 2012, Mike formed Power Up Factory primarily to create OEM merchandise for gaming companies, namely Collectors Editions. In this capacity, Power Up would work with gaming companies to create limited collectibles that would be bundled with the new release games. To balance out the business, he started adding the other tentpoles, with aggressive expansion in 2016. 

Mike and his family moved to the Boulder, Colorado area in 2015. He has been married since 1999 and has two children, Sydney (age 15) and Maddox (age 12) and one Golden Retriever, Winston (age 11 months). His non-business interests involve outdoor activities such as mountain biking, skiing, and hiking. On fall Sundays, he can be found watching the Philadelphia Eagles. 

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Duncan Stanley -VP, Sales & Business Development

Duncan has been in the video game industry since right after he graduated high school in 2000.  Starting in tech support and promotions at the Gathering of Developers in Dallas, Texas, he stayed in the area to continue working at video game developers through 2002.

After graduating from Southern Methodist University in Dallas in 2007, he went right back to the games space working at Ensemble Studios on the Ages of Empires and Halo Wars franchises.  After three years at Robot Entertainment working on the Orcs Must Die and Hero Academy games, he moved to sunny San Francisco to try his hand in the startup mobile world.  After his company was acquired by Nexon, Duncan went to Electronic Arts to serve as Global Community Manager on franchises such as Titanfall, Dead Space, and Need for Speed.

After Electronic Arts, Duncan went to publisher Deep Silver to lead North American marketing efforts for titles like Saints Row, Metro, Dead Islandand many more.  Touching on every aspect of the marketing funnel gave Duncan a great understanding and breadth of experience in the digital consumer goods space, as well as the up-and-coming influencer-dominated marketing landscape we are in now.

Bringing publisher and developer-side experience to Power Up Factory, Duncan is an integral part of the team, ensuring that all of our products and programs are executable on the publisher side.  His business development work in the e-sports and streaming spaces also lend a wealth of connections to new opportunities.

Married in 2014, Duncan is the proud father of 2 aging cats and a brand new Corgi puppy.


Dalin Cienfuegos - VP, Product Development


Dalin is a 19+ Year Electronic Entertainment Industry Veteran with broad expertise in Product Management, Brand Marketing, Licensing and Strategic Relationships. 

A hardcore gamer and insanely fanatical toy collector, he has developed and brought to market countless products (licensed and unlicensed) for top tier software titles and multiple gaming platforms including: Xbox One, Xbox 360, PS4, PS3, PC, Nintendo Wii, and Wii U.

During his long tenure at the accessory company Mad Catz, he played a key role in the successful launch of Rock Band 4 as the Project Lead for Mad Catz, which included product development, publishing, licensing, retail product pitches, and consumer/ trade events.

Other highlights during his career at Mad Catz include the product development and launch of licensed video game peripherals and accessories for Titanfall, Rock Band 4, Rock Band 3, Rock Band 2, Halo 4, Gears of War 3, Ghost Recon Future Soldier, Assassin's Creed, Rayman Raving Rabbids, WWE All Stars, Batman Begins, Fantastic Four, NFL, MLB, NBA, and NHL. Additional development projects included commodity power, data and storage accessories for major big box retailers as well as the Game Hard Wear lifestyle brand of apparel for consumers and professional video gamers.

No stranger to consumer or trade events he organized, managed, and staffed key consumer and trade events which included E3, San Diego Comic-Con, PAX, CES, Airshows, and private press events for Product Launches.

When Dalin is not creating amazing brands and products for Power Up Factory he has a secret identity as a proud Husband and Father of 3 children, a floor rocking DJ, and a toy review snob.



The “hub” has always been sculpted collectibles: Action Figures, Statues, Busts, but the range is much wider. We commonly describe it as “If you’ve seen it at a Comic Con, we’ve produced something in the category.” Ranging from $1 stickers to $1000 Prop Replicas and everything in between. From simple to produce items like t-shirts to highly complicated toy playsets. Die-Cast Vehicles, Lunchboxes, Electronics, Fine Art, and much more!


Keep checking back as we expand our roster, both with additional properties and additional product categories!