“We want to bring the thrill back into collecting”: Brian Mariotti on ambitions for his new collectibles company, Thrilljoy

Brian, it’s great to connect. To kick us off, how would you describe where Thrilljoy’s focus lies? What are some of the company’s ‘north stars’?
At Thrilljoy, our focus is all about getting people hyped about collecting again. We’re bringing back that excitement for fans by creating low edition runs, chase pieces for every single product – including extremely rare pieces with some runs as low as just 24 pieces – and for the extremely lucky, the one of one. It’s all about creating that thrill of the chase again.

We’re also obsessed with the whole Thrilljoy unboxing experience. Inviting fans to tear into the thrill and reveal the seal. Making the act of unboxing almost as exciting as the collectible itself.

Great stuff. And one of your debut lines is PIX! What were some of the important early design decisions that helped shape the range?
From the start, one of the key design pillars for PIX! was striking the right balance between cute and whimsical, while still feeling cool and stylised. The blend gives the line its distinct personality. We also knew the packaging had to be just as thoughtful, something that not only protects the figure but showcases it properly right in the box. Presentation matters, especially for collectors, and we wanted PIX! to shine both in and out of the packaging.

You recently launched a Historical Figures line. Does this speak to how expansive your focus is around brands with Thrilljoy? That there’s an appetite for launches beyond more traditional entertainment brands?
There is definitely an appetite for launches that go beyond traditional entertainment brands. Pop culture is a huge playground, and it extends beyond just superheroes and sci-fi. Historical figures have a strong presence in film, television and literature, so it made perfect sense to explore them through the lens of collectibles. It’s about expanding the definition of what’s collectible, while still tapping into the stories and icons people connect with.

On that, what makes a brand appeal to Thrilljoy?
For us, it really comes down to fandom. If there’s a passionate fanbase, no matter how niche, we’re interested! We’re especially drawn to licenses that haven’t been fully explored in the collectibles space yet. There’s something exciting about digging into overlooked properties and giving fans something fresh and unexpected, like we did with Warrior Nun or Blue Eyed Samurai.

What makes for successful creative collaborations between a brand owner and a licensee like yourselves?
Like most things in life, a successful collaboration is all about balance. At Thrilljoy, we aim to bring our unique design and creative spin on things, while still staying true to the character and the original vision behind it. It’s important to us that our partners feel proud of how their characters are represented, and that fans see something fresh, but still unmistakably Thrilljoy.

You have a mascot – Bloo! I imagine there’s a lot of pressure around crafting a mascot for a new company, so what led you to Bloo?
I just really love Yetis! Not sure why I haven’t met one in real life yet, but I’ll keep trying and holding out hope!

Ha!
Bloo felt like the perfect fit for Thrilljoy, he’s the king of pop culture and wears his fandom with pride, which I think resonates with our community. What’s been really awesome is seeing how strongly fans connected with him. He stole their hearts right out of the gate, and that’s been incredible to watch.

Over your time at Funko and now with Thrilljoy, do you still see the designer toy space influencing the mass market in the same way?
Absolutely, I see it all the time with more niche, design driven collectibles. They influence the market in a big way. A lot of that creativity and storytelling often starts in the designer toy space and then makes its way into mainstream products. But we’re also at a really interesting moment right now. The fear of missing out that at one time drove so much excitement to collecting has cooled off a bit. Thrilljoy is on a mission to bring that energy back with low edition size and chase pieces. We want to bring the thrill back into collecting and hopefully influence the space in our own unique way. At the end of the day, collecting should feel fun and exciting and we want to make that happen!

Looking ahead, what does the rest of the year have in store for Thrilljoy?
We have a “thrilling” year ahead! This summer, we’re rolling out two big launches with our new mystery box line, PIXL, and a fresh twist on our fan-favourite PIX! line. Then in the fall, we’re introducing an entirely new concept, which we’re incredibly excited about. It’s a big year for Thrilljoy, so definitely busy times ahead!

Brian, this has been fun. I have one last question – what fuels your creativity?
Pop culture is my constant fuel. There’s so much incredible content being created. I get so excited when I see things like Severance or Sinners that come out, get audiences talking, and inspire the industry. That kind of storytelling fires me up and gets me thinking about how we can translate that energy into collectibles fans want.

Absolutely. Thanks again Brian. Let’s be sure to check in again soon!

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