Exclusive: How a New Funko Rival Is Chasing Collectibles Success

It’s showtime for Thrilljoy. One month after ex-Funko CEO Brian Mariotti unveiled his new collectibles venture at New York Comic Con, the upstart company has secured its first exclusive retail partnership—and locked down a contract with that wily Ghost with the Most. ADWEEK has your first look at Thrilljoy’s new Beetlejuice Pix! collectible, available only at BoxLunch and Hot Topic stores starting Dec. 3. It's a rapid return to the collectibles game for Mariotti, who departed Funko in September 2023 amid rounds of personnel and product downsizing. After a brief flirtation with retirement, he jumped into speed-building Thrilljoy. The Beetlejuice exclusive, for example, came together over a four-month time period. “That’s pretty unheard of,” he says, crediting Warner Bros. Discovery—which owns the Beetlejuice brand and worked with Mariotti during his Funko days—with quickly jumping onboard. “It goes to show they understood the unique opportunity to be part of a new brand that has a nice heritage behind it in terms of the partners.” Beetlejuice, Beetlejuice, Beetlejuice Mariotti says that Beetlejuice was “absolutely at the top of my list” when contemplating which licensed collectible would be the first Thrilljoy exclusive to grace the shelves at both retailers. As he knows firsthand, the kooky characters from Tim Burton’s beloved 1988 horror comedy have enjoyed a long (after) life as Funko collectibles, from vinyl Pop figures to fashionable backpacks that can hold beautiful bunches of ripe bananas. Meanwhile, the long-awaited 2024 sequel proved that ol’ Betelgeuse can still pack a multiplex. Following its blockbuster theatrical run, Beetlejuice Beetlejuice is expected to make its streaming debut on Max before the end of the year, potentially just as Thrilljoy’s collectible is debuting at BoxLunch and Hot Topic. Mariotti notes that Beetlejuice has historically been a strong performer at both stores. “They’ve found a really great demographic with the horror-comedy genre.” Mariotti is well aware that BoxLunch and Hot Topic will continue to display Funko-branded Beetlejuice merch alongside the Beetlejuice Pix, which retails for $50—a higher price point than the average Pop. But he’s counting on the literal thrill of the chase to drive fans in the direction of the Pix, which aims to justify its sticker price by placing a collectible figure at the center of a memorable scene. “Scarcity in the chase is what makes collectibles fun,” Mariotti says with a knowing smile. To that end, Thrilljoy capped the Beetlejuice Pix line at 6,000 pieces globally. And of those 6,000, only 800 are “chase” pieces—ultra-rare variants that can fetch a pretty penny on the collectible resale market. In Mariotti’s mind’s eye, he can see eager fans lining up outside brick-and-mortar BoxLunch and Hot Topic stores nationwide to be the first to nab a Beetlejuice Pix chase piece—and racing to the next location if it’s already gone. Thrilljoy limited its Beetlejuice "chase" variant to 800 pieces. “It’s nice to know that your effort has resulted in finding something that has really great secondary value or puts a source of pride in your collection,” he says, comparing the company's scarcity strategy to high-end sneaker drops. He also teases plans for special prizes and rare item releases as additional marketing hooks to bring fans to Hot Topic and BoxLunch in search of Thrilljoy merch. “We’ve got some great ideas about how we’re going to build the kind of buzz you see at New York Comic Con at our retail partners,” Mariotti says. "We want to get people excited about a drop they're going to do." The thrill of competition At the same time, Mariotti is clear-eyed about the fact that Thrilljoy won’t be a Funko-slayer in an already-crowded collectibles market—and that’s not a goal he’s aiming for anyway. “We expect collectors to collect lots of different products from lots of different companies,” he says matter-of-factly. “But when they want something that’s a highlight of their collection of one particular property, that’s where we come into play.” Thrilljoy also hopes to establish its cred with collectors by being early to underserved properties. At NYCC, the company revealed Pix sets for two fan-favorite Netflix series, the anime-inspired cartoon Blue Eye Samurai and the supernatural fantasy Warrior Nun. Both of those pieces are currently available on the Thrilljoy website, once again in limited runs. Besides the main Pix line, the company is also producing super-sized Mega Pix and streetwear-influenced apparel like bucket hats and jerseys. Thrilljoy doesn't see itself as a Funko-slayer. Mariotti says that deciding which products will be sold direct-to-consumer through the site and which will be part of the BoxLunch/Hot Topic partnership is one the big questions he faces as he tries to grow Thrilljoy into a sustainable collectibles business. “It really is driven by what they want to put their arms around and market,” he says. “They know their consumers better than anybody—I just try to be a fly on the wall and do the best I can to accommodate them.” Of course, we all know how Beetlejuice handles flies. And it’s equally possible that Thrilljoy could get consumed by the challenges facing the collectibles market. But Mariotti remains thrilled that he traded #RetirementLife for #StartupLife. “We’ve had some bumps in the road, but we’re working through them,” Mariotti says. “We’re seeing new companies step to the forefront [of the collectibles market] and doing different and unique things. I think we’re going to be one of the ones leading the charge.”

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Exclusive: How a New Funko Rival Is Chasing Collectibles Success

Ex-Funko CEO Brian Mariotti returns to the collectibles game with Thrilljoy and a Beetlejuice partnership

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