What 40+ Years in a Comic Shop Actually Teaches You | Culture, Collecting & Success with Robert Mora

Welcome to The Apex Mindset Podcast!

In this episode, I sit down with Robert Mora, owner of Star Comics, a shop that’s been part of the Lubbock community for 40+ years and a cornerstone of pop culture collecting in West Texas.

From growing up around comics to building a store that has adapted through decades of industry shifts, Robert shares the real story behind what it takes to survive—and thrive—in a world where trends, customers, and entire markets are constantly evolving. We dive into the business of comics and collectibles, from high-end statues and distributor challenges to the realities of used books, online sales, and why physical media continues to hold its ground.

We talk about the psychology of collecting, the different types of collectors, and how Robert’s personal philosophy shaped Star Comics into something more than just a store—it’s a living collection. This conversation also explores the bigger picture of pop culture—Image Comics as a creator-driven model, the rise of manga, the impact of corporate control on Marvel and DC, and what it really takes to create stories that last. From Absolute Batman to the future of comics in 2026, Robert breaks down the trends shaping the next generation of storytelling.

We also get into marketing, customer experience, and what it means to build a space—physical or digital—that people actually want to be part of.

From Lubbock-Con to Free Comic Book Day, this is a conversation about community, consistency, and staying relevant without losing your identity.

Chapters:

00:00 - The Statue Market Breakdown | Why High-End Collectibles Don’t Always Make Sense

10:18 - McFarlane vs. Mattel | Corporate Buyouts & the Struggle for Control

12:30 - Sports Cards & Fantasy Football | The Hidden RPG World of Collecting

14:52 - Before the Comics | The Origin Story of Star Comics

17:56 - Used Comics vs. Digital | Why Physical Media Refuses to Die

20:32 - Growing Up in Comics | Star Wars Treasury Editions & Robert’s Story

22:23 - The Psychology of Collecting | Why Everyone Collects Differently

24:48 - The Store Is the Collection | Robert’s Unique Approach to Ownership

27:13 - More Than a Comic Shop | Lubbock-Con & Building Community

31:43 - The University Effect | New Faces, New Trends Every Year

33:59 - Back Issues, Newsstands & Direct Editions | The Evolution of Comic Buyers

35:29 - The Rise of Absolute Batman | Trends, Manga & the Future of Storytelling

38:38 - Inside Image Comics | Creator Power, Value & Market Demand

41:40 - What Makes a Story Last? | Building Perennial Pop Culture

48:10 - Marvel, DC & the IP Wars | Corporate Control & Zack Snyder vs. James Gunn

57:10 - The Next Era of Comics (2026) | Trends, Shifts & Robert’s Picks

1:07:00 - Marketing That Actually Works | Consistency, Service & Showing Up

1:17:23 - Designing a Store That Feels Like Home | Environment Marketing

1:22:00 - The Digital Storefront | Translating Experience Into Online Design

1:28:15 - eCommerce Realities | Convenience, Branding & When to Fire Customers

Thanks For Watching!

Follow Star Comics:

Website: https://www.starcomicsonline.com/

Facebook: https://www.facebook.com/starcomicsonline/

Instagram: https://www.instagram.com/starcomics/

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