TLL Staff
Fangirl fashion brands BoxLunch and Her Universe have announced the promotion of Jillian Wendt to Vice President of Marketing.
In her new role, Wendt will oversee Creative Direction, Brand Marketing, Social Marketing, Graphic Design, Copy, and Visual Merchandising across both brands, driving continued growth through fandom-forward storytelling and innovative consumer engagement.
BoxLunch, owned by the counterculture retail company Hot Topic, is a specialty gift and novelty retailer launched in 2015, offering a curated collection of licensed pop culture merchandise. The company is known for its charitable work, as it provides a meal to a person in need with every $10 spent at its stores.
Her Universe is a ‘fangirl’ fashion company and lifestyle brand, founded by Ashley Eckstein, actress, entrepreneur and voice of Ahsoka Tano in Star Wars, and now a subsidiary of Hop Topic.
Wendt joined the Hot Topic, Inc. organization in October 2024, with the company saying she played a pivotal role in elevating BoxLunch’s vision through standout marketing initiatives, franchise partnerships, and large-scale retail programs.
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Hot Topic says Wendt’s leadership has been instrumental in expanding brand visibility, deepening relationships with licensors, and shaping high-impact campaigns for marquee IPs across film, television, gaming, sports and pop culture.
“Jillian has been a key factor in the growth and evolution of our brand,” said Rick Vargas, Senior Vice President, Merchandise and Marketing at BoxLunch. “Her ability to cultivate meaningful brand moments has made her an invaluable leader. We’re happy to recognize her contributions to the team and excited to see what she will accomplish in this new role.”
In her new role, Wendt will guide long-term brand strategy, oversee marketing initiatives, and continue to shape major branding, partnership and retail activations, including philanthropic programs, such as BoxLunch’s ongoing commitment to Feeding America.
Wendt will also spearhead marketing efforts around Her Universe’s growing fashion collections, conventions, and community-driven programming.
“I’m incredibly honored to step into this role,” said Wendt. “BoxLunch and Her Universe are brands built on joy, storytelling, and giving back. I’m grateful to lead such passionate teams and excited to continue creating memorable experiences for fans while expanding the brands’ reach and impact.”