For the June issue, Toy World sat down with Funko’s chief commercial officer, Andy Oddie, to discuss the growing demand for the Bitty Pop! range, how the company is expanding the line-up and more.

Andy Oddie told Toy World about how Bitty Pop! has been performing since its launch a year ago. “Bitty Pop! has been a resounding success across all markets, becoming our most successful product launch in the last five years,” said Andy. “We were all pretty excited to hear that Bitty Pop! is now the leading new brand launch in the Action Figures Supercategory throughout Europe.”

Regarding chosen licences and aiming appeal to audiences, Andy commented: “Our goal is not to limit the licensing opportunities for Bitty Pop! products. The strength of our licensor library and the rich history of Funko Pop! inspire the variety that sets this new line apart. While planning upcoming Bitty Pop! releases, we of course look back at the success of the Funko Pop! lines to ensure an engaging product experience for consumers.”

Price is a critical factor in today’s market, making RRP an important component of Bitty Pop!. “As consumers tighten their belts and seek more affordable toy options, research and data indicate a shift towards value-conscious shopping,” said Andy. “Bitty Pop! has gained significant traction, ranking as the 5th fastest-growing collectible brand across total Toys in Europe. We believe the attractive price point contributes to this success.”

Andy continued on to discuss a range of factors surrounding Bitty Pop! and Funko, including the mystery/blind element of the product, the impact of the Kidult market, Funko Pop! and what the future of the brand looks like.

To read the full Q&A within the Toy World June issue, click here.