“Speed to market is critical for a phenomenon like this”: Funko’s Karen Athill on acting fast with KPop Demon Hunters

Karen, it’s great to connect. Funko was one of the first companies around to debut and launch a KPop Demon Hunters offering. What appealed about the brand?
Funko moved on KPop Demon Hunters because it became a breakout hit on Netflix, and the demand signals were instant and clear. We reacted quickly because staying close to cultural moments is central to our strategy. The brand had a strong and quickly growing fanbase, strong social traction and a clear opportunity to reach new collectors, which made it a smart and timely addition to the portfolio.

Demand has been intense – and immediate! How ‘pacey’ has development been?
Development has been extremely fast because we made this range an absolute priority. Once the demand was clear, we accelerated every stage so we could meet fans while the momentum was at its peak. Speed to market is critical for a phenomenon like this, and we are proud to be one of the first to deliver a hardline collectible range that matches the scale of the excitement around this property.

Why do you feel the brand has resonated so powerfully with consumers?
The film was a surprise hit, but its unique and heartfelt story helped it stand out immediately. From a consumer products perspective, that freshness creates instant fan energy. The characters have strong visual identities and emotional appeal that translate naturally into Funko collectibles. Fans want physical items that let them celebrate something new and different, and this property gives us the perfect canvas to do that.

What early indicators do you look for when deciding whether a title has the potential to scale commercially across different territories?
We look first at the size and momentum of the audience, especially early viewing trends and social engagement. We track how quickly fan communities form, how actively they share content and whether interest holds beyond the first viewing spike. If we see consistent traction in the US along with clear signals from Europe, and across the rest of the world, we know the title has the potential to scale commercially and support a global product roll out.

Pop culture trends move incredibly fast. From a sales perspective, how do you balance speed and excitement with long term strategic planning for a new IP?
Early excitement drives immediate engagement and sales, but we layer in follow-on releases, complementary products and global rollouts to extend the property’s lifespan. That approach lets us act fast to capture trends without compromising a strategic plan that supports long-term commercial success.

Last question! Do you feel there’s scope for multiple waves of product to come from Funko for KPop Demon Hunters?
There’s definitely scope for multiple waves of Funko products, and of course we see potential in exploring different looks, moments and character expressions. We have really exciting plans for this incredible property, so fans will just have to keep watching Funko to see what comes next.

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