Funko Launches New ACOTAR Collectibles Amidst Record-Breaking Book Franchise Success
The fantasy series drives significant new customer acquisition for Funko's direct-to-consumer platform.
1New ACOTAR Collectibles Debut
Funko released a new wave of figurines based on Sarah J. Maas’s fantasy franchise, including characters like Cassian and Azriel. Available at Target starting November 4, this launch introduces the Bitty POP! Books collection. These sets feature miniature figures packaged in detailed, book-inspired boxes, marking a significant expansion for the brand's product lineup.
2Strategic Bitty Pop Expansion
The new collection features two distinct sets based on the novels A Court of Thorns and Roses and A Court of Mist and Fury. Each set includes a themed town manor or palace, specific character collectibles, and a Prythian-shaped bookmark. This collaboration was developed directly with Maas’s licensing agency, IMG Licensing.
3Driving New Customer Acquisition
Funko CEO Josh Simon reports that the ACOTAR line is the top license for first-time customers on their direct-to-consumer website. Since the initial launch in September, the franchise has successfully attracted a new demographic, with three out of four purchasers identified as women. This highlights the strong appeal of the literary brand.
4Unprecedented Literary Merchandise Success
The ACOTAR line represents a unique case study for Funko, as it achieved massive popularity without a film or television adaptation. Historically, Funko collectibles typically follow screen releases, such as Harry Potter. The success of this book-based merchandise demonstrates a rare shift in how intellectual property is monetized within the current retail market.
5Collaborative Design Process
Funko worked directly with Sarah J. Maas to visualize characters that previously existed only in readers' imaginations. The design team conducted multiple rounds of revisions to ensure accuracy and fan satisfaction. This process involved intense internal debates, similar to how fans discuss plot points, ensuring the final products respect the original source material.
6Future Product Roadmap
Funko plans to release additional lines corresponding to the sixth and seventh books in the series. The seventh title, A Court of Fractured Melody, is currently scheduled for a January 2027 release. CEO Josh Simon confirmed that the company is actively developing products for these future installments while maintaining strict confidentiality regarding potential spoilers.
7Maintaining Confidentiality Standards
Funko utilizes established internal systems to manage high-stakes intellectual property security. While typically working with film studios years in advance, the company has successfully applied these protocols to the publishing industry. This reputation for secrecy is essential for maintaining trust with authors and partners when developing merchandise for highly anticipated literary releases.
8Market Impact and Context
The ACOTAR franchise continues to show immense commercial momentum, evidenced by the 1.7 million copies sold of the sixth book within its first 24 hours. By successfully translating book-only IP into physical collectibles, Funko has tapped into a highly engaged fan base, setting a new precedent for future literary-based merchandise strategies.