Collectibles giant Funko is making a move into the live-experience scene with a new retail store with rapper Snoop Dogg and a cross-country road trip for its Con exclusives.
In 2023, the Washington-based company will open its first co-branded retail experience in California and run a 25-stop tour across America that starts on the US East Coast and ends at the San Diego Comic-Con.
The collectibles company’s retail venture with Snoop Dogg will open in Inglewood, California, in January, across from a major sports arena. Tha Dogg House storefront pays homage to historic moments throughout Snoop’s career and will feature in-store exclusive products and Pop! vinyl figures.
Andrew Perlmutter, Funko’s CEO, says that collaborations like this are an opportunity for the company to tap into new audiences and categories.
“We’re looking to grow into music and who better to have in your corner than Snoop Dogg,” Perlmutter tells Kidscreen. “Having a brand ambassador like Snoop and partnering up with a physical store across from [sports and entertainment arena] SoFi Stadium allows us to take advantage of various sports and music events.”
Funko is also marking its 25th anniversary by partnering with an unannounced major retailer to launch a 25-stop cross-country experience called Fun on the Run. The Funko-branded truck will kick off its journey June next year on the East Coast in the US and will sell convention-exclusive products to fans who can’t attend 2023′s San Diego Comic-Con.
In looking ahead to 2023, Perlmutter reflects on taking Funko from a small bobblehead company in 1997 to a major international brand synonymous with the worlds of collectibles and pop culture. “We are a completely different company since going public in 2017 and within our world, we are a leader and a well-diversified company that continues to grow year over year,” he notes.
In its 2021 annual earnings report, the collectibles giant generated US$1.03 billion in net sales, which was up 58% over the previous year. To date, the company has more than 1,000 licensed properties in its portfolio and has sold more than 750 million products.