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16. October 2020 09:10 h

Pop culture merch makers are breaking into kids’ toys

By toybook.com

  • After successfully breaking into the collectibles space - a product category focused on fan conventions, licensing deals, and limited-edition action figures - some pop culture-focused companies are expanding their offerings beyond collectibles made for teens and adults and into the toy aisle.

This year alone, manufacturers including Funko, The Loyal Subjects (TLS), and Boss Fight Studio are creating original intellectual properties designed specifically for a younger audience. Why make this move? All three companies expressed similar motivations: They want to offer their brands’ strengths to a younger audience and fill a void in the toy marketplace.

Stop anyone on the street and chances are they have a Funko Pop! figure sitting on their desk or hanging on their keys. At Toy Fair New York this year, the company introduced Snapsies — its first original brand targeted toward kids - which will arrive at retail this December.

Then, this summer, Funko launched Marvel Battleworld, a game that is designed for a young audience but also incorporates the collectibles that the company is known for. According to Jessica Piha-Grafstein, Funko’s director of corporate communications and public relations, the company’s Pop! line already attracted a wide age range, and the team wanted to offer more for its young fans.

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