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Funko Pops in Hollywood with New Retail Location

New 40,000-square-foot retail location speaks to the entertainment-ification of brick-and-mortar stores.

Funko has opened up a 40,000-square-foot retail location in the Hollywood neighborhood of Los Angeles, Calif.

The massive store is designed to create engaging experiences for fans with Instagram-worthy photo opportunities and games. Funko’s new retail location features life-size versions of Pop! figures including the likes of Fred Flintstone, Thanos, Captain Crunch, Batman and Superman. During the ribbon-cutting event for the store, Brian Mariotti, chief executive officer, Funko, detailed the work that went into creating the location as a place for fans to come together to celebrate the collectibles.

“I can’t tell you how many people worked their tail off over the last year to build this thing,” says Mariotti. “[Fans] are going to love it; it’s all for [them]. This is absolutely all about how much we love our Funko fans and is all about giving them experiences and helping them be part of one of the most amazing communities ever.”

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Funko was expecting the store to host as many as 2,000 customers in its grand opening on Nov. 18. The company developed a system to accommodate that foot traffic by only letting customers come into the shop 400 at a time in two-hour increments. While waiting for their turn in line, fans were treated to games and photo-ops across the street in a rented-out parking lot.

The Hollywood location is Funko’s second retail location, following the launch of another store next to the Funko headquarters in Everett, Wash. Both stores speak to the growing trend of companies using retail space as a physical entertainment venue to promote the brand. Considered “retail-tainment” locations, these shops are just as much an activity center as a store.

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Funko’s location is a few blocks from a similar retail experience from Line Friends, which opened up earlier this year. The Hollywood Line Friends store includes photo-ops and exclusive merchandise similar to Funko’s new location.

The Hollywood store also continues Funko’s continued growth in recent years. Building on the success of its licensed Funko Pop! collectibles, the company has evolved to include new retail locations, cosmetics, video games and potentially a movie in the near future.

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