Funko's new CEO, Josh Simon, is spearheading a strategic vision for the popular collectibles brand, emphasizing the resilient 'kidult' market amidst current economic uncertainties. Having taken the helm just six months ago, Simon brings a wealth of experience from his previous role overseeing consumer products at Netflix, where he managed merchandise lines for major franchises. He acknowledges the financial pressures consumers face but remains optimistic about Funko's trajectory, citing the company's vast portfolio of over 900 active licenses and a staggering one billion Funko Pop figures sold since its inception nearly three decades ago.

Simon is set to unveil Funko's 2026 product lineup at the New York Toy Fair, showcasing new Pop figures from highly anticipated titles such as "The Mandalorian and Grogu," the second season of Netflix's "One Piece," "Toy Story 5," the live-action "Moana," various DC universe entries, Greta Gerwig's "The Chronicles of Narnia," "Minions 3," and forthcoming "Spider-Man" and "Avengers" films. He challenges the notion that consumers lack the financial capacity or physical space for continuous Funko purchases, asserting that the collectible toy sector is experiencing remarkable growth, with one in six toys sold now being a collectible, a category that expanded by almost 30% last year.

This surge is largely attributed to the "kidult" phenomenon, where adults actively engage in buying toys for themselves. Simon points out that in 2025, approximately 40% of adults purchased toys for personal enjoyment, with this figure rising to about 65% among 18-34 year olds who bought toys for themselves or other adults. He argues that in an increasingly digital world, the intrinsic value of physical, tangible objects that can be held and gifted gains prominence, providing a concrete way to capture moments and express fandom in a world saturated with ephemeral online content. This trend, he believes, underscores the lasting appeal and importance of physical ownership for consumers.

Funko's strategy to cater to the growing 'kidult' demographic reflects a keen understanding of evolving consumer behavior and the psychological comfort derived from tangible possessions in an intangible digital age. By continuously diversifying its licensed offerings and emphasizing the enduring appeal of physical collectibles, Funko is not just selling toys; it is offering a sense of connection, nostalgia, and a concrete piece of beloved narratives, fostering a vibrant community of passionate collectors.