Special Report: An In-Depth Look at Collectibles
From Funko to Fingerlings, collectibles are everywhere these days and consumers of all ages are not only looking to expand their collections through figures, but with licensed merchandise.
When Shopkins first launched in 2014, the collectibles market exploded. Since then, a variety of collectible brands have been introduced to the market including L.O.L. Surprise! (MGA Entertainment), Hatchimals (Spin Master) and Fingerlings (WowWee), among many others hoping to make their mark on a variety of ages groups throughout the world.
And as the collectibles market is continuing to grow and extend its reach, these popular toys are also expanding beyond the toy aisle and into a number of consumer products categories spanning apparel, publishing, homewares, stationery and more.
“Collectibles have a broad appeal across a wide age group,” says Dianne Bellchambers, head of licensing, Moose Toys, maker of Shopkins. “They also are very affordable and suitable for an occasional treat or reward due to their low price point. The depth of characters to collect and the uniqueness of each design makes them highly engaging and desirable.”
Entertainment brands, such as Nickelodeon’s “Shimmer and Shine,” are finding advantages to the collectibles space and are looking to the segment to further develop their storylines and broaden their reach.
All in all, collectibles are booming.
“Collectibles are an interesting sector as they open up the idea of year-round seasonality to the toy world,” says Richard Yanofsky, president and co-founder, WowWee. “It’s an opportunity to connect with consumers on a more consistent, frequent basis, at a low price point of entry.