By Sibylle Dorndorf 

Who would you like to have? Yoda, Elvis, Thor, Alice in Wonderland or Harry Potter? No problem: Funko has them all in its range - as collectable figures in Japanese chibi style. 

The dolls with a square head, large black button eyes and a disproportionately small body have been on the market since 2010. In addition to superheroes and villains, there is also Prince Harry and George Washington. Funko doesn't miss out on any genre with the Funko Pops! The official Funko app currently contains over 10,000 different pop figures. The toy figure manufacturer has now concluded over 1,000 licence agreements with companies such as Warner Bros, Disney and Marvel Entertainment and is always on the lookout for new, hot themes.

The history of Funko

The small figures with the oversized heads have become objects of desire for pop culture fans all over the world and are the foundation of the company's success story. It began in 1998 in the living room of toy collector Mike Becker. Becker focussed on the production of Wacky Wobblers figures, whose characteristic feature was the nodding head. This was not his breakthrough. So, it was a stroke of luck that Brian Mariotti bought Becker's company in 2005. Mariotti recognised the untapped potential and continuously expanded the licensing business. A wise and far-sighted decision, but it still took until 2010 - but then things took off: Funko Pops! were launched on the market. Their typical feature: oversized heads. And the ingenious thing about them: they are the spitting image of their role models - celebrities, athletes, celebrities and pop culture icons.

Funko Pops! hit the nerve – and the nerd

Geeks and nerds of all ages love collecting, and what's more interesting than a collection centred on a single franchise? Funko Pops! are the perfect vessel for this kind of geekery. But what is it about these little figures that makes people all over the world lose their minds? Toy figures themselves are nothing new. They've been around almost as long as merchandising itself. A more down-to-earth theory is that Funko Pops! are popular because they are affordable, have a certain nostalgia effect, are of high quality and - and this brings us to perhaps the most important aspect: there is guaranteed to be a Funko Pop! for everyone.

If you have one, you want them all
 

Maybe that's why the unmistakable vinyl figures have built up such an enthusiastic community in such a short time? If psychologists were asked about this hype, they would probably also add social and socio-cultural aspects: Once you are hooked and have contact with the Funko Pop! community, your circle of acquaintances expands explosively. There's also the feeling of belonging to a community that has one thing in common: a passion for travelling back in time, for nostalgia, for a certain genre, for a well-known personality from history, for a cult film …

Hunting fever and a passion for collecting
 

Being a collector of unusual things is simply hip. Let's leave stamps aside for a moment. Cars, records, trainers, street art ... the exclusivity and rarity of individual objects makes collecting a special and exciting experience. Funko also works with this realisation. Again and again, strictly limited or exclusive Funko Pops! figures are issued time and again. These increase in value over time. And depending on the figure, this can be several thousand euros.

Sales are going through the roof

Funko Pops! is not the only thing that has brought the US toy manufacturer double-digit growth. While the toy industry in Germany recorded a 4 per cent decline in sales in 2023, Funko grew by 66 per cent and has established itself as one of the top 35 manufacturers in the DACH region. Stefan Bühler, Business Development Manager GSA at Funko, comments: " We have indeed been fortunate to see solid and consistent growth across several product lines over the past year. Although they were only launched last year, the Bitty Pops! have now also become one of our most successful and popular product lines in the entire Funko portfolio. In addition, we have launched our first shop-in-shop with German customers, which will give our sales another significant boost."

Excuse me?Bitty Pops?

What works on a large scale also works on a small scale - Funko proves this thesis: The Bitty Pops! collectible figures were launched in 2023 and, like Funko Pops!, are constantly being fuelled by new licences. The Bitty Pops! are aimed at younger target groups and, at just 2.2 centimetres tall, are Funko's smallest to date. They are available individually as a surprise item or in a pack of four. A successful downward rejuvenation. The buyers: tomorrow's kids. "We are confident that the collecting trend will continue in the future. With the Bitty Pops! kids can develop their first passion for collecting. What's more, many adult fans love to collect some of their favourite Pops and characters in Bitty Pop format," says Stefan Bühler. So Funko will continue to launch lines that have a collectable character? "I can't reveal which specific product lines Funko will be launching soon, but I can say that Funko is always finding new ways for people to express their fan love." An announcement with prospects.

Loungefly Pets: Because the last child wears fur

Dogs can be happy too. And that's thanks to the Funko brand Loungefly Pets. With this new product line, beloved four-legged friends can finally walk in style on a lead. Two-legged Funko fans can also express their passion with harnesses and treat bags for their furry friends. There are also mini rucksacks, crossbodies and purses, all with an unmistakable Funko design. It's a lucrative market that's opening up, as around one in ten Germans has got into dogs. Stefan Bühler is a dog lover: "We launched this line in the USA and the EMEA region at the end of last year and the response was incredible. Loungefly Pets is a cool addition to the Funko family. We're giving collectors the opportunity to share their fan love with their pets."

The licence pushes success
 

Success across all product lines stands and falls with the selection of suitable licences. "Funko is known worldwide for having one of the most extensive licensor portfolios of all brands and industries. We work closely with the world's best content creators," says Stefan Bühler. This generates growth in all markets. "As the data from Circana shows, we have seen solid growth at Funko across several regions. Funko has outperformed the market, with the strongest growth in Germany and Italy." So, things could still get exciting, not only for nerds, geeks and kids, but also for all those who are literally on the dog.

About the author Sibylle Dorndorf
Sibylle Dorndorf has been covering the toy industry for almost 30 years. The journalist last worked as the editor-in-chief at the TOYS family of magazines of the Göller Verlag publishing house from Baden-Baden, Germany. Her passion: Companies that reinvent themselves; brands that credibly position themselves; people who have something to say; and products with a future.