Exploring the FunkoverseExploring the Funkoverse

When it comes to fueling fandoms, Funko is a powerhouse licensee. Known for its extensive portfolio of collectibles, Funko has expanded its brand over the years to resonate with fans worldwide. License Global spoke with Andy Oddie, chief commercial officer, Funko, to discuss how its Pop! range of collectible figures in multiple categories fuels fandoms and share insight into the brand’s ongoing evolution. 

Andy Oddie, chief commercial officer, Funko.

Evolving with Fandoms

For 26 years, Funko has amassed a loyal community of collectors, creating products that celebrate fandom culture. Its signature vinyl Pop! figures, with their distinct square heads and large black eyes, have become must-haves for fans to proudly display. The modular form factor and signature aesthetic have lent well to Funko’s growth. According to Oddie, the repeatable design translates well into all the various IPs Funko partners with. The brand also aims to present its ranges collectively in Funko-branded retail statements. So, whether it’s a Mickey Mouse Pop! or one inspired by summer’s biggest blockbuster, “Deadpool & Wolverine,” it is unmistakably Funko. 

Looking beyond collectible figures, Funko has apparel company, Loungefly, and pop-culture art brand, Mondo, to broaden its reach. By adding licensed accessories and apparel, and now, video games, Funko is a one-stop shop for pop-culture enthusiasts. 

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“Businesses like Loungefly and Mondo have significant adjacencies with our community and general objectives,” says Oddie. 

Also driving Funko’s evolution is the recent appointment of Cynthia Williams as chief executive officer earlier this year. With her senior leadership experience at Hasbro and Xbox, Williams brings valuable insights from brands with dedicated fan bases. Her expertise in consumer products, gaming and e-commerce aligns well with Funko’s expanding strategy, particularly as the company scales its digital and licensed toy offerings. 

Loungefly’s “Wednesday” Nevermore Academy Castle glow mini backpack and “It” Pennywise Raincoat Cosplay glow mini backpack.

Engaging Every Generation 

Part of Funko’s success has come from tapping into the upswing in kidult culture. The growing trend has seen adults drive the demand for licensed toys and collectibles by reconnecting with favorite childhood memories. Circana’s toy sales report for the first half of the year across 12 global markets noted the continued strong momentum from adult consumers, particularly fans and collectors, who have rediscovered engaging in play. 

Funko has mastered blending nostalgia with contemporary fandoms that appeal to consumers across generations. Whether it’s classic movie characters, favorite superheroes or tentpole events like the Olympics, Funko understands fandom transcends through generations … and platforms. 

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“‘Funko Fusion’ has the ability to broaden our reach through a new medium, and delight our core audience,” says Oddie. “By mixing popular franchises from our licensor partner, Universal, and developing a line of collectibles with our Pop! range, we’ve been able to leverage cross-promotional opportunities, foster fan communities and enhance brand loyalty.” 

Bitty Pop! Rides Harry Potter and Hogwarts Express.

Entering the Gaming Realm 

Of all the leaps Funko has made, perhaps the boldest has been into the digital realm with the launch of “Funko Fusion,” a collaboration with 1010 Games led by Jon Burton, the architect behind the LEGO video games. “Funko Fusion” is a multiplayer game that features NBCUniversal characters from movies like “Jurassic World” and “Back to the Future” in Funko Pop! form. 

“We wanted to bring the world of Funko to life in a way that we haven’t done before, and we are hugely excited to have entered this new space,” says Oddie. “Funko Fusion has the ability to broaden our reach through a new medium, as well as delight our core audience.” 

The game’s release sparked excitement among collectors and gamers alike, with Funko’s visual identity integrating seamlessly into the digital format. Looking ahead, Oddie highlights the growing importance of video games in Funko’s licensing strategy, offering new ways to introduce IPs. Licensing has been central to Funko’s approach, and as the company grows, so does its exploration of new partnerships. 

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“The game itself allows for additional IP to be introduced ongoing, which is a unique proposition and is allied to Funko’s general IP activity within its core function,” says Oddie. “We’ll continue to explore all types of IP and have elected to index our efforts on previously underexploited pillars such as sports in 2025.” 

The Funko Future 

As Funko continues to evolve, its ability to blend nostalgia with cutting-edge trends like digital gaming ensures it remains at the forefront of pop culture. 

“Funko will continue to explore our existing product ranges, but it is particularly important to us to expand the pillars in which we sell,” says Oddie. “This can be done both through new lines and Funko-created content such as the activity we led on ‘Deadpool’ and Olympics.” 

Funko Pop! “Wicked” Elphaba.

With a dynamic product range and strategic partnerships, Funko is shaping how fans experience and connect with their favorite franchises. As new ventures like “Funko Fusion” emerge, the brand is poised to push boundaries, redefining what it means to be a true pop-culture powerhouse for years to come. 

This story was taken from the December 2024 issue of License Global. Read the full issue here ...