If you work in the entertainment industry, you’ve probably seen Funko Pop figures. Modern, more sophisticated versions of bobblehead toys are among the first consumer products that IPs sign up to if they want to build a decent fan base. From Star Wars to KPop Demon Hunters to European soccer teams, Funko is the place to go if you’re looking for a brand to fall in love with.
The obvious question is whether consumers have the means to buy all these Funkos.
As the New York Toy Fair opens on Saturday, Funko’s new CEO Josh Simon is ready to talk about the iconic collectibles brand’s strategy after just six months on the job. Simon, who previously served as Netflix’s vice president of consumer products and oversaw an expanding product line that included Stranger Things and Bridgerton, recognizes the uphill battle Funko faces in an uncertain economy where people are spending less. But he is confident in the company’s ability to right-size, noting that Funko has more than 900 active licenses and has sold more than 1 billion Funko Pop figures since its founding nearly 30 years ago.
In a closed-door meeting with major retail brands and media partners at New York Toy Fair this weekend, Simon will introduce Funko’s 2026 lineup, which also includes pop figures from upcoming titles such as The Mandalorian and Grogu, Netflix’s One Piece Season 2, Toy Story 5, the live-action Moana, DC Universe titles Minions 3 and the new Spider-Man. A movie from the “Avengers” series.
Stranger Things 5 Funko Pop Figure
And if you think consumers don’t have the money or space to become repeat Funko customers on a sustained basis, Simon would argue that.
“There are several sides to this,” Simon said on this week’s episode of Variety’s Strictly Business podcast. “Right now, when it comes to the toy industry, we’re at the center of kind of an amazing evolution in consumer trends. About one in every six toys sold now falls into the collectors category, and last year it increased by almost 30 percent. So it’s a high-growth category. The other thing is that the licensed portion of that category, the percentage of licensed IP and original licenses, outpaces all other toy categories by nearly 10 to 20 percentage points.” And that triangle of three. I think the second corner is this fad that everyone now calls “children’s” – adults buying toys. ”
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According to Simon, in 2025, nearly 40% of adults purchased toys for themselves.
“And when you break it down further into cohorts, around 65% of 18- to 34-year-olds bought a toy for themselves or another adult last year,” Simon continued. “As a category, it’s growing. That’s why I discuss how much free space you have in your apartment, because I think ultimately people are finding space for these things. And I think as the world continues to go digital, online, and social media, the counterpoint to that is almost an increase in the value of things that are physical and tangible and that you can hold in your hands and gift. And when you look at the proliferation of content and how quickly you can swipe it. I think capturing moments in a physical way on TikTok and Instagram is becoming more and more important to consumers. The world is so big that I think the trend of physically owning and capturing moments in physical form will continue.”
“Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. (Click here to subscribe to our free newsletter.) New episodes are published every Wednesday and available for download on Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud, and more.
