Funko Launches ACOTAR Bitty Pop! Books Collection at Target
Sarah J. Maas fantasy series drives record first-time customer acquisition for Funko.
1New Collectible Series Debut
Funko has released a new wave of figurines based on Sarah J. Maas’s fantasy franchise, A Court of Thorns and Roses. Starting November 4, these collectibles are available at Target. This launch introduces the Bitty POP! Books line, featuring miniature figures packaged within detailed, book-inspired boxes for fans of the series.
2Expanding the Product Line
The collection includes two sets based on the first two books, featuring characters like Feyre, Rhysand, Cassian, and Azriel. Each set includes a themed town manor or palace, plus a Prythian-shaped bookmark. These products represent a strategic expansion for Funko, moving beyond traditional character figures into integrated, book-themed display sets for collectors.
3Record Customer Acquisition
Funko CEO Josh Simon reports that the ACOTAR line is the top license for first-time customer purchases on their direct-to-consumer website. Since the initial launch in September, the brand has successfully attracted new fans. Notably, three out of every four customers purchasing these specific items are women, highlighting a strong demographic trend.
4Unprecedented Book Merchandise
The success of this merchandise is considered rare because it precedes any film or television adaptation. Historically, Funko products are tied to screen releases, such as Harry Potter. By working directly with Sarah J. Maas, Funko has successfully visualized characters that previously existed only in the imaginations of the book series' readers.
5Collaborative Design Process
Funko teams worked closely with Maas to finalize character designs, ensuring the stylized look resonated with the source material. The design process involved multiple rounds of revisions and feedback. Employees, who are also fans of the series, prioritized maintaining the integrity of the characters to avoid disappointing the dedicated ACOTAR community.
6Navigating Fan Expectations
Funko acknowledges that their design choices often spark debate among fans, similar to discussions regarding plot points in the books. CEO Josh Simon views this engagement as a positive aspect of the creative process. The company treats these character interpretations with significant respect, aiming to satisfy the high standards of the existing fanbase.
7Future Series Expansion
With six books currently published and a seventh slated for January 2027, Funko plans to continue releasing products for the entire series. While specific details remain confidential, the company has confirmed that lines for the sixth and seventh books are already in development to maintain momentum with the growing ACOTAR reader base.
8Strategic Security Measures
Funko utilizes established internal systems to manage confidentiality regarding upcoming releases and potential spoilers. These protocols, typically used for studio partnerships, are now applied to the publishing sector. This reputation for security allows authors like Maas to trust the company with sensitive character details long before official book releases occur globally.
Original article: Variety — Funko Launches ACOTAR Bitty Pop! Books Collection at Target