Brand Profile - Funko

Small but mighty

Despite their diminutive size, Funko’s Bitty Pop! have been a huge success for the company, playing straight into the hands of Pop! fans and lovers of miniature toys alike. Andy Oddie, chief commercial officer at Funko, tells Toy World what’s behind the growing demand for the range, how the company is expanding the line-up with new solutions for collectors, and what’s on the horizon for Bitty Pop!’s big sibling.

Since launching a year ago, how has Bitty Pop! performed – and how has it been received by consumers?

Bitty Pop! has been a resounding success across all markets, becoming our most successful product launch in the last five years. We were all pretty excited to hear that Bitty Pop! is now the leading new brand launch in the Action Figures Supercategory throughout Europe.

Why has Funko chosen the licences it has so far for Bitty Pop!? Are you aiming for widespread appeal, generational appeal, or new and trending properties?

Our goal is not to limit the licensing opportunities for Bitty Pop! products. The strength of our licensor library and the rich history of Funko Pop! inspire the variety that sets this new line apart. While planning upcoming Bitty Pop! releases, we of course look back at the success of the Funko Pop! lines to ensure an engaging product experience for consumers.

Are the new Bitty Pop! Display Units launching this year a result of consumer demand, or have they always been part of the brand strategy? What will they offer collectors?

Incorporating display units has always been a big part of our plan, as they play a key role in what makes our products so appealing to collectors. Collectors want a cool and convenient way to showcase their Funko products, both for themselves and their visitors. Bitty Pop! offers a great spacesaving option, and we’re thrilled to soon launch the new Bitty Pop! Display Units. These allow fans to display their collections in themed settings, such as Hogwarts for Harry Potter, the Death Star for Star Wars, and the Bat-Signal for DC. These units are kicking off the range.

How important do you think the RRP of Bitty Pop! has been to its success, given that many consumers are watching the pennies?

In today's market, price is a critical factor, and micro figures have emerged as a popular trend. As consumers tighten their belts and seek more affordable toy options, research and data indicate a shift towards value-conscious shopping. Bitty Pop! has gained significant traction, ranking as the 5th fastest-growing collectible brand across total Toys in Europe. We believe the attractive price point contributes to this success.

Do you find the mystery/blind element seen in the Bitty Pop! 4-pack is still the driving force behind sales of the range, or do you think the miniature form-factor is the more desirable element?

I think both factors really boost the appeal of the 4-pack. Miniature collectibles are super popular right now, and everyone loves the excitement of a blind item. We've been really smart about picking our blind items, making sure to include fan favourites that will leave consumers happy.

Away from Bitty Pop!, how is the ‘classic’ Funko Pop! performing these days?

The classic 4" Pop! line keeps going strong, especially as we strengthen our licensing partnerships. We’re giving our fans access to a bigger and more diverse range of products than ever before. We've seen spectacular growth in the last few years in lines such as Anime, which have become major parts of the Funko Pop! business. This rise in popularity shows how well we adapt to different fan interests, making sure our catalogue has something for everyone.

What major developments have there been in Funko Pop!?

Bitty Pop! is our most significant innovation since the 4" Pop! line was first introduced. We have a ton of properties available now, with many more coming soon. We're also expanding the range's form factors to keep up with consumer interest and ensure the collection continues to evolve and grow.

How big an impact is the Kidult market having on the success of ranges such as Bitty Pop! and Funko Pop!

We closely track Kidult data as it's a key part of Funko's DNA. Major partners want to tap into this market, and we're often leading the trend—our consumers know us for it. However, we don't let it define us. Funko offers much more: the range and popularity of our categories and product lines demonstrate our commitment to producing a diverse array of collectibles for all.

How is Funko going to ensure the longevity of both lines moving into 2025 and beyond?

Our audience is growing faster than ever, thanks to our creative and licensing innovations, along with our unique Pop! Yourself platform. With Pop! Yourself, fans can design custom Pop! figures of themselves or their friends and family. This interactive feature makes our offerings more personal and engaging, expanding our appeal and our connection with fans.

Meanwhile, Bitty Pop! is quickly becoming a staple in the Funko family, playing a key role in bolstering the business. Its popularity and appeal help strengthen our overall portfolio and contribute to our ongoing success.

Is there anything else you’d like our readers to know?

Funko is always looking for innovative ways to connect with its audience. From our Pop! Yourself platform to experiential and franchise retail stores, we’re continuously expanding our reach. We're also exploring new form factors like Bitty Pop! and creating fast-track moments such as the Jason Kelce shirtless Pop! figure. Marketing stunts such as the Darth Vader Pop! Empire State Building event add even more excitement to our brand. These diverse strategies are just a few examples of how Funko keeps driving the business forward and stays ahead in the industry.