Funko’s saga has had its fair share of ups and downs over the past few years — including co-founders and the company’s image Brian Mariotti stepped down last year. But you can’t let a good toy guy down, and Mariotti is back with a new company that’s set to debut at NYCC. Called Thrilljoy, it will launch with three series of collectibles and licenses, including Blue Eye Samurai, MOTU, Squid Game and Warrior Nun.
Mariotti joins collecting industry veterans Cheng Pengchengowner of Undefeated and Bait, Yang, MDowner of MINDstyle International and former senior vice president of licensing and emerging brands at Funko, Dolly Ahluwaliathe project will debut at NYCC’s booth 1023.
“Our motivation for launching Thrilljoy stems from a deep passion for our fans and a commitment to enhancing the collector experience,” Mariotti said in a statement. “We recognized this was a unique opportunity to build a brand that not only respects Diversifying interests and cultivating a vibrant community, Thrilljoy is set to change the nature of collectors with an unwavering focus on innovation, exceptional quality, and genuine connection.
It’s a tall order, but Thrilljoy will get help from: An advisory board of fans, including top content creators, product innovators and passionate collectors, who will own equity in the company. This will help them”Engage directly with the people that matter most: the fans,” Mariotti continued.
The first three lines of Thrilljoy will include:
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- Thrilljoy’s innovative PIX! The platform elevates high-end collectibles by immortalizing key moments in pop culture history. PIX! Delivering the magic of storytelling, capturing not only characters but key moments. With limited production and rare chase parts, it delivers the thrill of the chase and the joy of the community.
PIX is designed for collectors! Redefine the unboxing experience with protective packaging that protects your product and its future value. Enthusiasts understand the importance of packaging integrity, and PIX! Allowing collectors to appreciate the item from both inside and outside the box without affecting its value. PIX PRICE POINT! Set at $50.
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- Thrilljoy’s Mega Pix 12-inch series sets a new standard for high-end collectible figures with its unique magnetic accessories. This innovative feature enhances detail and collectability, showcasing a larger version of the beloved PIX! characters and partnerships with top licensees, including Thrilljoy’s mascot Bloo. Mega Pix’s deluxe packaging, designed to protect the product and its future value, sells for $125.
- Thrilljoy Threads embraces bold streetwear trends and offers premium gear that allows fans to showcase their favorite brands in an upscale way. Each item is ultra-limited edition, with most collections capped at 200-400 pieces, enhancing their collectability. Each Threads product starts at $40 and comes in innovative packaging.
The new company will unveil it all at a panel on Thursday, including all the principles, some fan advisory board members… and giveaways. But in the meantime…they sent a boatload of product photos, so…enjoy!
