New Collectible Company Thrilljoy Makes Debut at New York Comic Con

Thrilljoy, a new company focused on creating premium and limited-edition collectibles, is debuting at New York Comic Con (NYCC) from October 17-20, 2024. Former Funko CEO Brian Mariotti partnered with powerhouse industry veterans Eric Peng Cheng, owner of Undefeated and Bait, MD Young, owner of MINDstyle International and Funko’s former SVP of licensing and emerging brands Dolly Ahluwalia to redefine the collectibles landscape. Collectors and fans are invited to Booth #1023 to experience the launch of Thrilljoy’s premiere collection of high-end, collectibles.

“Our motivation to launch Thrilljoy arose from a profound passion for fandom and a commitment to enhancing the collector experience,” Mariotti stated. “We recognize a unique opportunity to build a brand that not only honors diverse interests but also cultivates a vibrant community. With an unwavering focus on innovation, exceptional quality, and genuine connections, Thrilljoy is set to transform the very essence of what it means to be a collector.”

A standout feature that differentiates Thrilljoy from its competitors is their Fan Advisory Board, composed of top content creators, product innovators, and dedicated collectors who have their fingers on the pulse of diverse fandoms. This groundbreaking initiative grants board members an equity stake in the company, ensuring their voices and insights directly influence the company’s direction and growth.

Mariotti continues, “When we say we’re creating products for the fans, we mean it—this is not an empty promise. Our advisory board allows us to tap into pop culture like never before. We’re engaging directly with the people who matter most: the fans.”

With key licenses from industry giants, Thrilljoy is poised to offer thoughtfully created, premium products different from anything else in the market. At launch the company will unveil three flagship product lines that exemplify its commitment to innovation:

• Thrilljoy’s innovative PIX! platform elevates high-end collectibles by immortalizing pivotal moments in pop culture history. PIX! offers storytelling magic that captures not just a character, but an essential moment in time. With limited production runs and rare chase pieces, it delivers the thrill of the chase and the joy of community.

Designed with collectors in mind, PIX! redefines the unboxing experience with protective packaging that safeguards both the product and its future value. Enthusiasts understand the importance of packaging integrity, and PIX! empowers collectors to appreciate the item from both inside and outside the box—without compromising its worth. The price point for PIX! is set at $50.

• Thrilljoy’s Mega Pix 12” line sets a new standard for high-end collectible figures with its unique magnetic accessories. This innovative feature enhances both detail and collectability, showcasing larger versions of beloved PIX! characters and collaborations with top licenses, including Thrilljoy’s mascot, Bloo. With luxurious packaging designed to protect the product and its future value, Mega Pix will be priced at $125.

• Thrilljoy Threads embraces bold streetwear trends, offering premium gear that lets fans showcase their favorite brands in an upscale way. Each item is a hyper-limited edition, with most collections capped at 200-400 pieces, enhancing their collectability. Starting at $40, Threads features innovative packaging for each piece.

In addition to showcasing its innovative products, Thrilljoy will host a panel on Thursday, October 17, featuring Mariotti and his partners: Peng Cheng, Young and Ahluwalia. Moderated by Karissa Marston, Thrilljoy’s director of marketing, the panel will delve into the latest trends in the collectible space and explore how Thrilljoy is poised to disrupt the industry. Key members from the company’s Fan Advisory Board will also be participating. Attendees can expect special guests and an array of giveaways.

Key company executives driving the vision and execution of Thrilljoy’s product innovation, sales and marketing direction include:

Brian Mariotti is the founder and Chief Executive Officer of Thrilljoy, a dynamic new collectibles company dedicated to reimagining the fan experience. With over two decades of expertise in the collectibles industry, Mariotti has a deep-seated passion for collecting and a keen understanding of fan culture. Prior to launching Thrilljoy, he was the former CEO of Funko and the creative visionary behind the iconic Pop! format. His hands-on approach with manufacturers and retailers, combined with his unique ability to anticipate pop culture trends, distinguishes him from typical CEOs. Through Mariotti’s leadership and vision, Thrilljoy is positioned to become the premier destination for pop culture collectibles, driven by innovation and an unwavering pursuit of what resonates with fans.

Eric Peng Cheng is the founder and owner of Undefeated and Bait, two of the most influential sneaker and pop culture brands in the world, and a founding partner of Thrilljoy. With a keen eye for creative collaborations with industry giants like Nike, Adidas, Vans, and Converse, Peng Cheng has positioned his stores as cultural leaders for over a decade. His innovative approach to brand partnerships and commitment to quality have significantly shaped the sneaker and pop culture landscape.

MD Young – For over two decades, MD Young’s MINDstyle International has been a leader in creating innovative consumer products. As a founding partner of Thrilljoy, Young brings a unique perspective to collectibles and artist collaborations, playing a pivotal role in the art toy movement and shaping the future of the industry.

Dolly Ahluwalia is the co-founder and Chief Commercial Officer of Thrilljoy, where she is driving the company’s mission to redefine the collectibles landscape. A former senior vice president of licensing and emerging brands at Funko, she was named Licensing Global’s Most Influential Collaborator in 2022, highlighting her significant contributions to the industry. With over 17 years of experience in licensing and brand management, Ahluwalia brings a wealth of expertise to Thrilljoy and will use her strategic vision and deep understanding of the licensing landscape to ensure the company captures the hearts of pop culture enthusiasts around the world.

Karissa Marston is the head of marketing for Thrilljoy, where she excels in building strategic influencer relationships that amplify the brand’s presence in the collectibles market. With a strong background in community engagement, Marston creates impactful campaigns that not only drive brand awareness but also fosters genuine connections within the community. Passionate about celebrating fandom, Marston is committed to positioning Thrilljoy as a go-to destination for collectors through dynamic marketing initiatives and collaborations.