Funko Pop! And The Rise Of Bitty Pop!: A Tiny Twist On A Pop Culture Giant

Forbes

3 days ago

Funko Pops! are designed to be collectible, featuring a wide range of characters from popular ... More movies, TV shows, and franchises like Harry Potter, Disney, and Star Wars.
Full disclosure: I've lost track of how many Funko Pop! figurines I currently own. My collection spans everything from I Love Lucy, The Brady Bunch, Gilligan's Island, and The Golden Girls to animated classics like The Flintstones, The Jetsons, and Top Cat. Add in characters from DC and Marvel, plus more recent fan favorites like The Sopranos, The Office and Stranger Things, and… well, I could go on and on. And I am far from alone in my obsession.
Of course, Funko Pops! are instantly recognizable: oversized heads, small bodies, and those signature large, round black eyes. Few collectibles have left as lasting a mark on pop culture as these beloved vinyl figures.
With over 10,000 unique figures covering a vast range of genres - from TV and film to video games, anime, comics, sports, and music - Funko has cemented itself as a cornerstone of modern fandom. Being turned into a Funko Pop! isn't just a novelty; it's a badge of honor, signaling a character's cultural impact and devoted following.
From Bobbleheads to Pop!
What began in 1998 as a humble line of bobbleheads called Wacky Wobblers evolved into the now-iconic Funko Pop! brand. The transformation took off in 2010, when Funko unveiled its first line of Pop! figures - featuring DC Comics characters - at San Diego Comic-Con. Now, in a nostalgic nod to its origins, Funko is offering fans at this year's convention to a limited run of exclusive collectibles inspired by those early designs. Limited to just 2,010 pieces each, collectors can grab exclusive Pop! Batman, Pop! Robin, and Pop! Penguin figures - packaged in their original 2010 clamshell cases while supplies last.
The brand has exploded in popularity, offering something for nearly every fandom under the sun. Plus, with 'Pop! Yourself," Funko lets fans personalize figures to resemble themselves, their friends, or loved ones — a feature that further fuels its mass appeal. Today, owning a Funko Pop! isn't just about collecting; it's about identity, nostalgia, and belonging. And for any event with 'Con' in the title, picking one up feels less like a choice and more like a rite of passage.
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So, what's driving the craze? The sheer range allows fans to connect with their favorite franchises and characters — tapping into deep nostalgia for childhood favorites and iconic pop culture moments.
LOS ANGELES, CA - MARCH 25: Funko POP! figures are displayed during WonderCon 2016 at the Los ... More Angeles Convention Center on March 25, 2016 in Los Angeles, California. (Photo by)
'We don't just consume pop culture, we collect it, we savor it, and we dream of being a part of it. Funko lets us do it all in a way that is accepted, respected and very much coveted,' noted Mike Tankel, partner/optimist at the marketing and development firm To Be Continued. 'This is far more than a rite of passage, it's a modern family heirloom.'
Who's Buying?
Fans of all ages (this senior writer included!) have eagerly hopped aboard the speeding Pop! bandwagon. But Funko's success goes beyond nostalgia or trend-chasing. At its core is a rare, cross-generational appeal - particularly among what the company calls 'tweens' and 'kidults.'
Tweens, caught in that in-between stage of childhood and adolescence, are naturally drawn to the playful, approachable mini format. Meanwhile, kidults - adults who unapologetically enjoy hobbies and interests traditionally labeled 'for kids' - see Funko Pops! as fun, expressive, and highly collectible pieces of pop culture. Whether displayed on a shelf, desk, or dashboard, these figures become a personal statement, a conversation starter, and a nostalgic nod all at once.
It's a collectible that truly spans generations. And it continues to evolve.
Enter Bitty Pop!
Bitty Pop! Towns Beetlejuice and Dante's Inferno Room.
Launched in March 2023, Bitty Pops! are micro-scale versions of Funko Pop! figures — standing just about one inch tall. Each four-pack includes three visible characters and one mystery figure, adding an element of surprise. The first wave featured beloved icons from Harry Potter, Disney Classics, Beetlejuice, and Star Wars. With the introduction of the Bittyverse, the line has expanded to include Bitty Pop! Towns, Rides, and Displays — setting the stage for a bite-sized collectible universe.
Sitcom "The Office" is one of the many TV shows - and characters - now represented in the new Bitty ... More Pop! Funko line.
'We saw a clear opportunity to tap into a trend while offering something no one else could: a true micro-scale Pop! that still feels premium and displayable,' said Doug Oglesby, SVP of Product Strategy, Planning & Marketing. 'The idea came from our creative team as they explored how to bring the Funko aesthetic into the fast-growing micro collectibles space.'
What's the secret to Bitty Pop!'s appeal? According to Oglesby, 'It's that thoughtful mix of familiarity, fandom, and fun. We took a form fans already love and gave them a new way to experience it — in a format that encourages collecting, trading, and imaginative play.'
'We knew we had the brand recognition, which gave us the opportunity to engage with new consumers and reach additional retail placements, including areas like the toy aisle through a new Funko product line,' he said.
With the introduction of the Bittyverse, the line has expanded to include Bitty Pop! Towns, Rides, ... More and Displays
So how does a character make it into the Bitty Pop! lineup?
'It's all about staying in tune with our fans and the pulse of pop culture,' noted Oglesby. 'At the same time, we rely on market insights, license performance, retail strategy, and how characters translate to the one-inch format.'
What's next for the Bitty brand?
'We've already introduced new formats like Bitty Bots, Bitty Arcades, and Bitty Boxes. This summer, we're soft-launching Bitty City, which takes the idea of world-building to the next level,' said Oglesby. 'Further ahead, we're expanding into music with Bitty Stages and preparing Countdown Calendars for the holiday season. And in 2026, we'll roll out Bitty Sports, a targeted expansion into the world of athletics.'
Funko is launching Bitty City this summer to build on its Bitty Pop! brand.
Final Thoughts
Funko Pop! revolutionized the world of collectibles, turning fandom into a fun, accessible, and deeply personal experience for people of all ages. Now, with Bitty Pop!, the brand is redefining small-scale collecting—making it even more playful, collectible, and immersive.
Whether you're a seasoned collector, a casual fan or just starting your Pop! journey, one thing's for sure: there's always another figure to add, another fandom to celebrate, and another shelf waiting to be filled. Just don't ask me how many I own - I've lost count a long time ago!