The Funko saga has been quite the ride over the last few years, with many ups and downs – including co-founder and face of the company Brian Mariotti stepping down last year. But you can’t keep a good toy guy down, and Mariotti is back with a new company, which will make a big debut at NYCC. It’s called Thrilljoy, and it will launch with three lines of collectibles and licenses including Blue Eye Samurai, MOTU, Squid Game and Warrior Nun.
Mariotti has joined with fellow collectible industry veterans Eric Peng Cheng, owner of Undefeated and Bait, MD Young, owner of MINDstyle International, and Funko’s former SVP of licensing and emerging brands, Dolly Ahluwalia, for the venture, which will debut at Booth #1023 at NYCC.
“Our motivation to launch Thrilljoy arose from a profound passion for fandom and a commitment to enhancing the collector experience,” Mariotti said in a statement. “We recognize a unique opportunity to build a brand that not only honors diverse interests but also cultivates a vibrant community. With an unwavering focus on innovation, exceptional quality, and genuine connections, Thrilljoy is set to transform the very essence of what it means to be a collector.”
That’s a tall order, but Thrilljoy will be aided by a Fan Advisory Board, to include top content creators, product innovators, and dedicated collectors – who will have an equity stake in the company. This will help them with “engaging directly with the people who matter most: the fans,” Mariotti continued.
Thrilljoy’s initial three lines will include:
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- Thrilljoy’s innovative PIX! platform elevates high-end collectibles by immortalizing pivotal moments in pop culture history. PIX! offers storytelling magic that captures not just a character, but an essential moment in time. With limited production runs and rare chase pieces, it delivers the thrill of the chase and the joy of community.
Designed with collectors in mind, PIX! redefines the unboxing experience with protective packaging that safeguards both the product and its future value. Enthusiasts understand the importance of packaging integrity, and PIX! empowers collectors to appreciate the item from both inside and outside the box—without compromising its worth. The price point for PIX! is set at $50.
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- Thrilljoy’s Mega Pix 12” line sets a new standard for high-end collectible figures with its unique magnetic accessories. This innovative feature enhances both detail and collectability, showcasing larger versions of beloved PIX! characters and collaborations with top licenses, including Thrilljoy’s mascot, Bloo. With luxurious packaging designed to protect the product and its future value, Mega Pix will be priced at $125.
- Thrilljoy Threads embraces bold streetwear trends, offering premium gear that lets fans showcase their favorite brands in an upscale way. Each item is a hyper-limited edition, with most collections capped at 200-400 pieces, enhancing their collectability. Starting at $40, Threads features innovative packaging for each piece.
The new company will unveil all this at a panel on Thursday with all the principles, some Fan Advisory Board members….and giveaways. But in the meantime……they sent along a boatload of product shots so….enjoy!
