New York Comic Con 2024 marked the debut of Thrilljoy, a new company focused on creating premium and limited-edition collectibles across pop culture — including sports, music, and gaming. Thrilljoy enters the collectible landscape touting a commitment to innovation and quality by way of its meticulously designed items, unparalleled packaging, and a vibrant community.
Thrilljoy consists of former Funko CEO Brian Mariotti, who 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.
“We want to do something different,” Mariotti stated of Thrilljoy’s main goal, “We want to do something that felt very fan-centric. But it was not just toys — it’s collectibles meets fashion meets, you know, pop culture and streetwear.” He went on to add, “We’re not going to do spreadsheet analysis, we’re going to just make great, great stuff.”
The Thrilljoy booth left its mark on New York Comic Con, as lines of excited fans filtered in continuously throughout the weekend to ogle at the impressive displays and purchase new collectibles and clothing.
Fans will be a huge part of Thrilljoy’s future, with the company assembling a Fan Advisory Board to help find the best IPs to create for. Mariotti explained the intention, to help steer quality collectibles into the hands of the fans, but it won’t just be the most popular IPs running. “That’s why we need that fan advisory board,” he said when asked about what collaborations may be down the line, “They can scour everything. And I’ve already heard some amazing ideas so far that I know we’re going to bring to fruition that I would have never thought of on my own. And when I heard it, I’m like, ‘Yeah, yeah, we should do that. I mean, why didn’t I think of that?'”
Check out our on-site interview with Mariotti below!
