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Funko EMEA appoints regional sales director to spur its ‘phenomenal European takeover’

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The pop culture specialist, Funko has bolstered its EMEA sales management team with the appointment of the former MGA Entertainment sales director, Karen Athill.

Joining the European arm of the US headquartered collectables specialist, Athill takes on the role of regional sales director, where she will lead the regional sales team as Funko continues what it has dubbed its ‘phenomenal European takeover.’

During her tenure at MGA Entertainment, Athill helped to spearhead the company’s growth within the UK through a vastly successful sales strategy for brands like LOL Surprise, Rainbow High, Little Tikes, Baby Born, and Baby Annabel.

Prior to this role, she headed up sales for the UK at Rubie’s – the world’s largest manufacturer of licensed costumes and accessories – where she delivered multi-channel strategies across their vast portfolio of products in both hard and softlines.

Athill said: “I’m delighted to be joining the Funko family. Its huge range of license partnerships offer unlimited opportunities and I’m thrilled to be working on such a diverse product range spanning multiple categories.

“Additionally, the ongoing portfolio expansion (Loungefly to name just one) make this an exciting time to be a part of the business. It’s great to be back in a cross-category environment and I cannot wait to be working with the talented Funko team and look forward to supporting our EMEA retailer partners towards further growth.”

Malcolm Ottley, vice president of sales at Funko (EMEA), added: “We are delighted to have been able to secure someone with Karen’s proven experience to help strengthen our retailer relationships throughout the UK, France and Iberia regions.

“Karen will lead our sales teams in those regions, further enhancing our strategic partner relations and continuing to drive our category expansions across our Pop! collectibles, toys, games and softlines through our thriving Loungefly business.”

Space Jam: A New Legacy unveils gigantic licensing plans and ‘largest Looney Tunes merch line-up in decades’

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Hasbro, Mattel, and Upper Deck have joined am all-star line up of licensing partners for Warner Bros. upcoming theatrical release of Space Jam: A New Legacy, with plans for toys, collectables, and games to roll out all year long.

The global toy and entertainment companies join master toy partner Moose Toys who earlier this month released its full line up of toys, play-sets, plush, and figures based on the Space Jam title, a reboot of the hit 90s film this time starring LeBron James.

A full line-up of licensing partners around this year’s blockbuster film was unveiled late last week, spanning the toys, collectables, and games aisles, as well as fashion, food and drink, accessories, sporting goods, publishing, pet products and more. The licensing portfolio for this year’s release has taken on a global scale.

In the toy space, master toy partner Moose Toys us joined by Funko, who will be releasing its Space Jam: A New Legacy assortment including nine Pop! figures, five Pop! key chains, 12 Mystery minis and a Space Jam: A New Legacy Funkoverse board game.

Collectors will be able to get their hands on three exclusives – a ten-inch LeBron James Jumbo Pop! and flocked Tasmanian Devil, a LeBron James variant Funko Pop! available via Amazon, and a Porky Pig landing on Funko.com soon.

This year’s licensing line-up marks the largest Looney Tunes merchandise collection to be rolled out by Warner Bros Consumer Products ‘in decades.’ Further collaborations include partnerships with brands such as Nike, Vilebrequin, Spalding, the Cotton On Group, and LeBron James’ own athlete empowerment brand, Uninterrupted.

It all lands ahead of the film’s release on July 16th this year.

“The original ‘Space Jam’ was a cultural phenomenon when it debuted in 1996, so it’s no surprise that premier partners around the world are inspired by ‘Space Jam: A New Legacy’ and excited to bring a new collection to a new generation of fans,” said Robert Oberschelp, senior vice president of franchise management and marketing for Warner Bros. Consumer Products.

“We are excited to collaborate with such elite brands to deliver a robust lineup of merchandise that unites the singular style of LeBron James with the iconic fun of the Looney Tunes characters.”

Nike Inc. will release a “Space Jam: A New Legacy” collection globally featuring LeBron James and favorite Tune Squad characters including Bugs Bunny, Lola Bunny and the Goons, Vilebrequin will launch “Space Jam: A New Legacy” swimwear and leisurewear, while the Cotton On Group is releasing new products globally including men’s and children’s apparel, along with stationery, mugs and phone accessories.

And that’s just the tip of the iceberg for the licensing plans for this year.

The latest iteration of The Carousel @ Bloomingdale’s, the retailer’s rotating pop-up shop, will celebrate “Space Jam: A New Legacy” with a unique curation for the family, offering court-inspired fashion to playful outdoor entertaining finds to gifts that enhance the at-home streaming experience.

It will open next month at Bloomingdale’s 59th Street flagship in New York City, select stores nationwide and Bloomingdales.com.

 Space Jam in fashion

 Warner Bros Consumer Product’s “Space Jam: A New Legacy”-inspired fashion collections offer something for everyone with global collections from Nike Inc. and Vilebrequin; stylish plus-size apparel at Torrid; streetwear fashions from Tommy Hilfiger, Bait, Madhappy, Diamond Supply, and NTWRK x UNKNWN; and additional fashion forward lines from Members Only, Forever 21, MeUndies, PSD, Bleacher Report, Rue21 from Hybrid, and Freeze and Pac Sun from Bioworld in the mix.

Capsule collections will also launch from Junk Food Clothing, Pottery Barn Teen and Cakeworthy. Playing with style will be a slam dunk when wearing “Space Jam: A New Legacy” Gamer Jersey, hat, hoodie and t-shirt,all available on Uninterrupted.

There’s  something for every child from infant to tween with cool kids’ fashions from the Gap, Haus of JR, and Outerstuff.

In EMEA, fashion partners include H&M (Worldwide), Primark (US and Europe), Fanatics, Snipes (Europe), LPP (Europe, Middle East), with more to be announced.

In the Asia Pacific region, A Bathing Ape, Carnival, and Freak’s Store are just a few of the partners providing “Space Jam: A New Legacy”-inspired fashions and footwear, plus a limited edition footwear and hat collection are available only in Japan from Converse Japan.

In Australia and New Zealand, EB Games will offer adult tees, headwear, accessories and stationery – everything from drink bottles and backpacks to keychains and totes. Best & Less will welcome “Space Jam: A New Legacy” to Australia with a new range that includes sleepwear and outerwear for the whole family.

In Latin America, designs will launch from Cuidado con el Perro, Paris, Ruz, Centauro, Colecao and more. In Mexico, there will be Cuidado con el Perro t-shirts, Ruz plush and costumes, and novelty board games. In Chile, Colombia and Peru, Paris, Stilotex and Ripley will give fans access to incredible “Space Jam: A New Legacy” inspired products.

In Brazil, fashion and toys will be available from partners such as Grendene, BandUp!, Piticas, Renner, Marisa, Cartel 011, Acuo, Iron Studios, Riachuelo, Grow, and Jandaia, among others, and Rasip will offer new “Space Jam: A New Legacy”-inspired food. An exclusive “Space Jam: A New Legacy” fashion collection with designer Alexandre Herchcovitch under his brand ÁLG will be revealed soon.

On your feet

Come on and slam with Nike Inc.’s Space Jam collections. Fans can buy and wear the same basketball shoes “King James” wears in the film. With youth and adult styles featuring Wile. E. Coyote, Lola Bunny, Bugs Bunny and the rest of the squad, the whole family can “Jam” out and dress up in Nike’s Space Jam collection, which also includes jerseys, tanks, hoodies, jackets, socks and backpacks.

Converse will launch new graphic Looney Tunes sneakers in adult and youth sizes, featuring classic Looney Tunes designs and animation themes, while Crocs will unveil “Space Jam: A New Legacy” slide-ons.

In the accessories space, partners such as Sprayground, Danielle Nicole, Loungefly, Accessory Innovations and Fast Forwardwill capture the on-court action of favorite Tunes on backpacks, court bags and more.

Fossil will release its exclusive Space Jam by Fossil capsule collection, featuring collectible accessories and a limited-edition box set jam-packed with beloved Tune Squad characters on July 7. Starring characters such as Bugs and Lola, the collaboration includes three collections with limited-edition watches, backpacks, small leather goods and more.

Check out digital watch faces and bands Mobyfox, a limited edition collection of watches by Undone, and more styles for the entire squad from Accutime. Whimsical bracelets from Alex and Ani put the Tune Squad on your wrist.

Caps, beanies, and other headwear will arrive courtesy of Junk Brands, Love Your Melon, Mitchell & Ness and New Era, while socks and hosiery will launch courtesy of Stance, Hypnotic Hats, Highpoint, Berkshire, and Rock Em’ Socks.

Sporting the Goods

Spalding, the largest basketball equipment supplier in the world, will continue its legacy of playing an integral role in growing basketball and culture by releasing a new merchandise line inspired by the family film. Spalding will release exclusive hoops and balls and other limited-edition merchandise, hitting U.S. and international retailers, Spalding.com and the Spalding App this June.

Meanwhile, in Home Goods, Franco will introduce movie-themed bedding with blankets, throws, comforters and more, while Hallmark, GeekiTikis and more will bring the Looney Tunes Squad to the kitchen and beyond.

General Mills, Kraft Heinz, McDonald’s, Ferrara Candy Company and more premier food and beverage partners will also join the roster, while in per products, BarkBox will will provide themed chew toys and plush squeak toys for animals.

The licensing roster is complete with more than 20 published titles, spanning movie tie-ins, readers, books and activity books from Penguin Random House, as well as colouring and activity books from Bendon, and fun novelty book formats from Phidal.

Finally, DC Publishing will launch a graphic novel adaptation of the animated/live action movie, written by Ivan Cohen (The Batman and Scooby-Doo Mysteries) alongside an all-star line up of artists. On sale 6/29 for $12.99. Available at major book retailers and participating comic book stores. Also available on Apple books and Amazon.

Funko, the pop culture lifestyle, and why 2020 is going to be a game changer for its European business

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It’s likely the fact that Funko – in one form or another – can be found in most toy shops on the high street or otherwise today, that the firm’s insistence that ‘it is not a toy company,’ takes some time to comprehend.

As the pop culture explosion that Funko found itself at the centre of mid-way through the last decade continues to surge across the UK, it stands to reason that the purveyor of Pop! has found itself an almost omnipresent figurehead of the trend.

It wouldn’t have escaped many people’s attention that year on year, the Funko brand has been gaining shelf space inch by inch across the retail landscape; most recently it compounded its growth within the toy space with the launch of its ‘revolutionary’ Paka Paka platform into The Entertainer’s boundary-pushing Westfield store – a concept that went on to launch in Forbidden Planet’s Glasgow store, and will be followed with launches in Primark and Smyths Toys.

Nevertheless, Funko’s mantra remains. This is more than a toy company, and for the past number of years it has been actively positioning itself as a lifestyle brand, with a portfolio that spans all manner of categories from its vinyl figures, to softlines, bags, purses, wallets and homewares, developed in conjunction with its Loungefly brand.

There aren’t many toy companies, after all, that can lay claim to presence in such a diverse line-up of retailers; and it’s this, diversification, that has just helped Funko’s EMEA operation to one of its better financial years to date.

“We grew significantly in EMEA, it was the strongest growing of the regions internationally,” Andy Oddie, Funko’s managing director of EMEA, tells Licensing.biz. “And it is being a lifestyle company with the lifestyle businesses that we have got, that has helped us in the face of the challenges in the industry.

Funko EMEA managing director, Andy Oddie, says 2020 will be a game changing year

“We are in a broader channel, and that’s allowed us to tap into many different opportunities at retail and through e-commerce. One of the biggest initiatives for us at the moment is with Primark.

“But with our multi-channel and multi-category approach we can attack in certain areas and defend in other areas, and be in a multitude of places that others would maybe fail to reach.”

It came as a surprise to many in the business when Funko’s US division detailed an eight per cent dip in its Q4 2019 results last month, finishing up at $214 million compared to the $233 million the year prior. It was the challenging retail environment of the US that contributed to the majority of the dip.

The story for Funko’s EMEA operations, however, offers a stark contrast. 

“All categories grew and all markets within EMEA – that’s nearly all 116 markets in the EMEA region – grew, and all those sub-markets that look after and feed into them grew,” continues Oddie. 

“In fact, we grew the workforce by 25 per cent and we have opened a new distribution centre in Coventry, which is state of the art with logistics systems and hardware meaning that we can be even quicker to market with our product.

“We are famously quick to develop items, but we have been criticised in the past for being poor operationally. I think this will be a game-changer for us, our operational capabilities will be massively upgraded with this facility.”

The new facility sees Funko move its current operations unit out of Essex and into its new Coventry address, from where it will service the majority of its key customers. A portion will continue to be serviced from the Netherlands distribution centre it opened in 2018. Oddie summarises the past year and a half at Funko making preparations for 2020 to be a game-changing year for the firm.

“Suddenly we are not only going to be quick to the market with product, but able to fulfil it and get it to the customer quicker than before as well,” he says.

“We have got growth, growth, growth, and we have got the new distribution centre – so that all sounds fantastic.”

But Funko isn’t totally immune to the susceptibility that hounds the toy, entertainment, or licensing industry. It’s US business already placed blame for its Q4 dip at the door of a weaker movie slate through 2019 compared to the year prior, while many have already lamented a softer line up still for the year ahead.

“The Disney slate is lighter than it has been previously,” states Oddie. “Warner has a good film out with Birds of Prey, but net – we are in a weaker environment in terms of properties for 2020. I think fortunately we are in the multichannel and with multi-categories.

“We are somewhat guarded from the difficulties of a soft movie slate, simply because we have such a broad product slate which is tapping into every imaginable piece of IP and opportunity, but at some point or another you can’t directly replace something as large as Marvel End Game… you need a lot of bits to replace End Game or Fortnite.

“But we do have all of the armoury available to defend from any lack of content, and, by the way, the 2021 IP slate looks awesome.”

Funko EMEA’s new state of the art logistics centre in Coventry

Visitors to this year’s New York Toy Fair were offered a glimpse at that armoury that not only spanned the diversity of its lifestyle portfolio, but also witnesses Funko make a concerted step into the toy space with the launch of Snapsies: a toy line developed for the younger market that features snap and match technology that allows kids to collect a diverse line-up of characters.

In a move to offer a fully-branded experience, Funko has even launched the line with content created by its in-house team at Funko Animation Studios.

Funko’s lifestyle division Loungefly gives Disney’s Mulan the Funko feel

On top of this, of course, is Funko Games, the tabletop gaming arm to Funko’s pop culture-spanning entity, that brings the brand roaring into the ever growing market for IP-driven board games with a collection that includes the Back to the Future: Back in Time tabletop game, Godzilla: Tokyo Clash, and a left field title that uses the Pan Am license.

With this now all falling under the Funko brand name, it’s increasingly obvious as to how the pop culture specialist is gaining those inches at retail, while the larger – grand plan if you will – for Funko appears to shift into view.

“We will always say that we want more space,” says Oddie. “Space gives us the ability to trade on a linear basis, and we have the product to achieve that. If we have three bays in retailer X, we say if you give us six bays, we will always achieve double what we did in three bays due to the items we have in strength and breadth.

“What we are looking to do is create Funko dedicated experiences and experiential retail execution that is interesting to fans, people spend time looking at it, perhaps there is a TV screen in there and some Funko branding in there, which really supports a much more interesting kind of experience for the customer – which is what everyone is looking for right now.

“The customer needs to be kept in store and needs to be excited about what’s in store. They need to see something new every week, and we can give that. Very few others can put their hand on their heart and say that they are delivering on all of that,” Oddie concludes.

Funko is relocating its operational base to ‘state of the art’ centre in Coventry

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Funko is relocating its operational base to a new ‘state of the art’ distribution centre located in Coventry, in the Midlands, in a move prompted by the firm’s continued ‘exceptional growth’ across the UK and Europe.

Since it began trading in January 2017, Funko EMEA has seen significant expansion, with the past three years growth surpassing expectations as the business continues to extend into new and existing markets.

In 2019, Funko further accelerated its business development through diversification, bringing in brands such as Loungefly, Funko Games, Funko Home + Gifts, and softlines, all in order to meed the demands of new and existing customers across EMEA.

Compounding the expansion, Funko is relocating its operational base to the new centre in Coventry in order to ‘provide its partners with an upgraded level of service, and alleviate pressure on the company’s operational infrastructure.’

With 349,000 sq. ft. of operating space, including 17,000 sq. ft. of new offices, the state-of-the-art fulfilment centre is nearing completion. The new facility will mostly be servicing the UK and Irish markets, however, a portion of its capacity will be dedicated to mainland European customers.

Managing director of Funko EMEA, Andy Oddie, confirmed: “We are reacting to our customer needs with an innovative operational system that can mirror the pace of our company – the new space meets all our extensive requirements, and we are delighted.”

The transition to the new location in Coventry has already begun, and is scheduled to go live from early April, 2020.