Thrilljoy turned its second birthday at New York Comic Con into a working sales push, bringing new exclusives, announcements, and a live shopping plan that stretched from Toy Temple Booth No. 2473 to Whatnot Booth No. 1000. The company’s return came after last year’s relaunch and after a successful appearance at Comic-Con International: San Diego, with SDCC still part of the conversation around how it builds collector demand.
Brian Mariotti said, “We’re supporting our partners this year.” He also said, “Next year, we’re going to be here with a big booth and tons of programs — we’re excited about that!”
Toy Temple and 7 Bucks A Pop
Thrilljoy’s collectibles were on sale at Toy Temple Booth No. 2473 and at 7 Bucks A Pop Booth No. 1333 and 4329, giving buyers multiple points of access on the show floor. That matters because the company is not treating NYCC as a single merch stop; it is spreading product through partner booths while it tests how fans respond in real time.
Thrilljoy also brought a big show on Saturday at Whatnot Booth No. 1000, while a TikTok live show ran on opening day. That mix of booth sales and live shopping shows a company trying to turn convention traffic into both immediate purchases and online reach, without waiting for a later retail cycle.
Brian Mariotti and Karissa Marston
Brian Mariotti and Karissa Marston spoke after a successful first day at NYCC, and Mariotti framed the company’s current strategy around licenses and timing. “With us, it’s always about implementing new licenses and dealing with new licensing partners,” he said. “So we’ve learned that, as the world changes, not everything happens on time.”
He added, “Despite these obstacles, and with prior experience at Funko, we at Thrilljoy know how to handle situations, recognizing that there will always be variance.” The line is a useful one for collectors: Thrilljoy is selling officially licensed collectibles built around pop-culture moments across horror, animation, fantasy, movies, TV series, and more, so schedule shifts and license changes are part of the business, not a side issue.
Fan advisory board response
Thrilljoy said it was touched by fans donating food and money after a prominent member of its fan community was lost, a reminder that the brand is leaning on community even as it scales. The company was also meeting with its fan advisory board at NYCC, which makes the convention more than a sales venue; it is a feedback loop for product planning and partner support.
That balance is the story here. Thrilljoy is presenting a community-focused growth plan while acknowledging a recent loss that surprised everyone around the brand, and Mariotti’s next-year promise points to a bigger footprint rather than a one-off appearance. For readers tracking the company’s collectible strategy, the immediate takeaway is simple: NYCC is now one of Thrilljoy’s main operating theaters, and the next step is a larger booth backed by more programs, not a quieter return.
