Funko Expands into Sports Collectibles Amid Strategic Shift

Published 1 days agoFNKO

Funko Expands into Sports Collectibles Amid Strategic Shift

Funko is making strategic moves to capture the attention of sports fans, starting with a partnership with the Women's National Basketball Association (WNBA). The company is launching its first-ever WNBA player Pop! figures, featuring famous athletes such as A’ja Wilson and Breanna Stewart. This initiative represents Funko's effort to honor the expanding influence of women's sports, as highlighted by an official announcement on their investor portal.

In another significant move, Funko has also teamed up with the National Football League (NFL) to create customizable Pop! Yourself collectibles. Introduced in August 2024, these figures allow fans to personalize them with team-specific apparel, aiming to tap into the NFL's vast fan base. Funko's direct-to-consumer business has been flourishing, now representing around 25% of its total sales—a notable increase from 12% in 2022—as reported by marketwirenews.com.

The company's strategies also include broadening distribution by selling wherever sports enthusiasts are found, such as stadiums and sporting goods stores. Funko is committed to a fan-centric approach, focusing on delighting core fans, attracting new audiences, and enhancing the fan experience. This approach is crucial for strengthening the company's connection with sports communities and fueling its sales growth strategy.

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