Former Funko CEO Brian Mariotti is on a mission to disrupt the collectibles industry with his new toyco Thrilljoy, which he just launched in partnership with former Funko SVP of licensing Dolly Ahluwalia, Eric Peng Cheng (owner of both Undefeated and Bait) and MINDstyle International owner MD Young. 

Ahluwalia will serve as chief commercial officer, with former Loungefly senior manager Karissa Marston coming on board to head up marketing. 

Thrilljoy is poised to debut on the industry circuit at next week’s New York Comic Con, bringing three product lines of collectibles to satisfy the demand from event attendees for exclusive merchandise. These initial offerings include a range of PIX! collectibles, a higher-end collection of 12″ Mega PIX! figures, and a Threads licensed streetwear brand. 

Out the gate, Thrilljoy has signed licensing agreements with Mattel (Master of the Universe),  and Netflix (Squid Game and Blue Eye Samurai), and is working on several more. The fledgling company has also launched a Fan Advisory Board made up of content creators, collectors and toy industry veterans that Mariotti will mine for insights to position the company for growth. 

“Our motivation to launch Thrilljoy arose from a profound passion for fandom and a commitment to enhancing the collector experience,” he says. “We recognize a unique opportunity to build a brand that not only honors diverse interests, but also cultivates a vibrant community.”